NotR: A Dynamic Rebranding Journey for a Pizza Phenomenon
By Editor • September 1, 2026 • 1 min read
From its origins as a quaint food truck, Napoli on the Road has transformed into the celebrated NotR, boasting three locations across London. This evolution inspired a fresh identity crafted by the Antwerp-based design studio Vrints-Kolsteren.
Co-founder Vincent Vrints emphasizes the importance of movement in the brand's story: "It felt very natural… in the way the business itself has continually moved forward and changed." The rebranding involved condensing ‘Napoli on the Road’ to the succinct ‘NotR’, while maintaining a nod to its history through the spacing between letters, according to co-founder Naomi Kolsteren.
Avoiding typical Italian restaurant clichés, the studio drew inspiration from transport and logistics, incorporating elements like stamps and labels to convey the brand’s essence of mobility. "These felt like interesting ways of communicating the idea of being ‘on the road’,” Vrints explains.
The new visual identity extends beyond just aesthetics, influencing packaging and uniforms, particularly the pizza boxes, which aim to reflect the brand’s graphic presence. With aspirations to expand into fashion, art, and culture, the identity is designed to resonate in diverse realms while remaining minimal and contemporary.
Source: www.itsnicethat.com
