Transforming a cluttered, "kitschy" delivery site into a clean, single-color-brand premium experience for a German pizza brand.

Client: InLoveWithPizza (Germany)

Industry: Food & Beverage / Delivery

My Role: UI/UX & Brand Design (99designs contest entry)

Tools: Figma, Illustrator, Photoshop

Platform: 99designs Contest

InLoveWithPizza is a German pizza delivery brand known for baking fresh, artisan pizza right at customers' doorsteps. Their existing landing page had grown cluttered and "kitschy" over multiple iterations during their proof-of-concept phase — no longer reflecting the premium quality they wanted to represent. They needed a complete redesign: modern, elegant, and disciplined, built strictly around their brand red and white, with no additional accent colors.

The brief came with a strict rule: only two background colors allowed — pure white or brand red — with gray/anthracite reserved purely for structural elements like borders and dividers. No additional accent colors. This constraint became the core design challenge: creating emotional warmth and visual hierarchy using a deliberately limited palette.

I mapped the client's required content structure — hero, ingredients, world-champion pizza feature, full menu, sauces, olive oil range, desserts, reviews, and catering — into a clear visual hierarchy. Typography became a key differentiator: pairing an elegant serif for headlines with a clean sans-serif for body copy to create a premium, editorial feel without adding any extra color.

For the hero section specifically, instead of a standard color photograph, I used a red duotone treatment of the pizza-making process — fresh dough, flour dust, the wood-fired oven — paired with a dark overlay to keep the headline readable. This kept the emotional warmth of real photography while staying fully within the brand's color discipline.

A bold, appetite-triggering opening — real ingredients, fire, and craft rendered in brand-red duotone — paired with a clear, single-action CTA.

Certification badges and ingredient storytelling build trust without breaking the color discipline — everything sits on clean white space.

A consistent, gallery-style product grid puts the pizza itself center stage.

Full-bleed red sections punctuate the page rhythm at key emotional moments — extra sauces, olive oil range — reinforcing brand identity without extra color.

Real customer voices, presented cleanly — no extra ornamentation needed.

A structured closing section keeps the disciplined grid system consistent to the very end.

This project reinforced how a disciplined, limited color palette can feel more premium than a colorful one — when structure, typography, and photography do the heavy lifting instead. Submitted as part of a 99designs contest for InLoveWithPizza.