4P’s: A Purpose-Driven Brand Identity by Base Design

What started as a small pizzeria in Ho Chi Minh City with a big dream (“For Peace”) has grown into one of Asia’s most inspiring hospitality brands. Founded by a Japanese couple who believed that even something as simple as pizza could bring people together and make the world a little brighter, Pizza 4P’s quickly became a local favorite. As the business expanded far beyond its original concept, into farms, cheese factories, coffee roasteries and new hospitality ventures, it needed an identity that could evolve with it without losing its heart.

Base Design approached this challenge by reframing the name itself. “Pizza 4P’s” became simply 4P’s — no longer just a restaurant, but a philosophy: “Platforms for Peace.” This simple yet powerful shift captures the brand’s broader mission to connect people through food, education and sustainability, while keeping its optimistic spirit intact. The new identity reflects that balance of purpose and playfulness, with clean typography, a confident wordmark and a flexible system that adapts seamlessly across packaging, signage, uniforms and digital spaces.

To bring even more personality into the brand, the studio collaborated with former Pixar animator Andrew Gordon to create BUU, a cheerful burrata mascot. BUU embodies 4P’s warmth and humor, appearing across everything from compostable bags and menus to social media and beer glasses, a charming reminder that at its core, this is a brand about joy and connection.

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