Pizza By Jagua was born from a desire to bring something entirely new to Marylebone.
A West African inspired pizzeria, vermuterìa, and cocktail bar that blends global influences with a seductive, modern atmosphere. The founders set out to create a place where classic Italian pizza meets the warmth and vibrancy of West African culture, all wrapped in the energy of a lively, late-night bar. From the beginning, the goal wasn’t to follow familiar pizzeria cues, but to build an experience that feels confident, stylish, and just a bit mysterious.
Rather than rely on overt cultural references or traditional design tropes, the concept embraces mood. Pizza By Jagua leans into a sense of intimacy and elegance, pairing old world charm with contemporary edge. This balance is captured in the brand’s signature icon: a woman lounging in a cocktail glass while eating pizza. Playful yet refined, she reflects the spirit of the restaurant, unapologetically bold, effortlessly relaxed, and always ready for a good time.
Visually, the identity is distilled to its essentials. Clean typography, warm tones, and bold imagery create a premium foundation, while subtle nods to West African aesthetics bring depth and personality without overwhelming the space. The design aims for simplicity that feels intentional rather than minimal, allowing the restaurant’s inventive cocktails, lively bar culture, and high-quality food to take center stage. The system is applied across menus, uniforms, printed materials, and environmental graphics to build a cohesive and memorable experience.
Pizza By Jagua ultimately becomes more than a place to eat. It is a destination shaped by culture, craft, and charisma, offering a fresh perspective on what a modern pizzeria can be. By merging global influences with a confident visual language, the brand invites guests into a world that feels premium, energetic, and distinctly its own, a fusion of sophistication, warmth, and late-night allure.
