Angel's Pizza: Brand & UI Remake
A full redesign of Angel's Pizza's ordering experience — refreshed brand identity, cleaner flows, and a UI that does justice to the food.
Role
UI/UX + Graphic Designer
Discipline
UI/UX + Graphic Design
Year
2025
Tools
Figma, Illustrator
Context
Angel's Pizza is a beloved Filipino pizza chain with a strong following — but its digital presence hadn't kept pace with its brand loyalty. The ordering flow felt dated, the visual identity was inconsistent, and the app didn't quite capture the warmth of the brand.
This was a passion project: reimagine Angel's Pizza's brand and ordering UI as if given a full creative brief, with no constraints beyond making it feel right.
Problem
A brand people love, an experience that doesn't match.
The core tension: customers have strong emotional ties to Angel's Pizza, but the digital ordering experience created friction instead of amplifying that warmth. The UI needed to feel as inviting as walking into the restaurant.
The brand identity challenge ran parallel — the existing visual system lacked the cohesion needed for a digital-first context. Menus, promotional materials, and the app needed to feel like one family.
Process
Brand first, then screens.
Brand audit
Reviewed existing brand assets, identified inconsistencies in type, colour, and logo usage. Defined the emotional territory: warm, local, celebratory.
Identity refresh
Refined the colour palette and typographic system in Illustrator. Kept the brand equity (the name, the red) while adding modernity and digital-readiness.
UX mapping
Mapped the ordering flow from menu browse to checkout. Reduced steps, surfaced popular items, and designed a customisation UI that doesn't overwhelm.
High-fidelity UI
Translated the refreshed brand into a full mobile UI in Figma. Every component — cards, buttons, menu items — speaks the same visual language.
Outcome
A refreshed visual identity and a high-fidelity mobile ordering UI prototype covering browse, customise, cart, and checkout. The design feels true to what Angel's Pizza is — familiar, warm, Filipino — while bringing the digital experience up to the brand's potential.
2-in-1
brand refresh + app redesign
5
core screens prototyped