About the Brand
Scrocchiarella is a Russian chain of Italian pizzerias founded in Moscow in 2016 by restaurateur Anastasia Koroleva. The first location opened on Pokrovka Street and became one of the first ventures to introduce Moscow audiences to Roman-style pizza. The brand name translates from Italian as «crispy, ” reflecting the product’s main feature—airy dough with a distinct, crispy crust. Scrocchiarella’s identity is built upon Italian gastronomy, product quality, and an atmosphere of hospitality.
Brand Analysis
Values include quality, authenticity, respect for Italian gastronomic traditions, innovation, and accessibility for diverse audiences. The brand blends artisanal preparation methods with modern technology, placing special emphasis on ingredient quality, flavor, and product convenience.
The character is competent, dependable, attentive, open, and confident. The Scrocchiarella brand book describes it as a brand that knows its business, is ready to help, and unites people. Its personality is built on a blend of respect for tradition and a readiness for innovation. It strives to be a trusted expert while maintaining a sense of humanity and friendliness.
Tone of voice — friendly, confident, expert, and respectful. The brand communicates with the audience like an experienced mentor: clearly and specifically explains product benefits, addresses the consumer directly, and avoids complex jargon. The communication emphasizes Italian heritage, quality, and gastronomic culture while maintaining modernity and openness.
Concept
At the heart of the Scrocchiarella sound concept is the pleasure of the first bite: the lightness of the dough, the delicate crispy crust, and the feeling of freshly made pizza. These qualities form the basis of a warm, vibrant, and recognizable sound. The Italian musical tradition dictates the character of the movement, and the brand name itself suggests the melodic intonation.
Sound Design
The nylon guitar forms the core of the sound. Its soft attack and warm timbre convey the intimacy and coziness of a restaurant atmosphere. The flute adds an airy quality and responds to the guitar phrases, while the pizzicato double bass supports the melody with rounded, short notes. The small acoustic ensemble allows for the clarity of every part and a sense of lightness.
At the core of the rhythmic movement of the brand track is a reference to saltarello. The danceability is achieved through instrumentation and a 6/8 musical meter. The instruments support a shared pulse and interact with one another, maintaining a light and transparent sonic texture. Soft dynamics lend the composition a warm, relaxed character.
The recognizability is built around a four-note motif: la—ti—RE—sol. The strongest emphasis falls on the second-to-last note, RE, which repeats the stress in the name «scro-chia-RE-lla.» This phrase becomes the musical signature and forms the basis of the audio logo.
The sound of slicing pizza and the soft crunch play a distinct role. They convey the texture of the product and establish a sequence of actions: the pizza is sliced, then it is tasted. The short crunch at the end of the audio logo emphasizes the crispness of the crust and the connection to the meaning of the name Scrocchiarella.
