4P’sPEACE OF PIZZA

Pizza 4P’s began as a small restaurant in Ho Chi Minh City with a radical idea hidden in its name: 4P’s stands for “For Peace.” Founded by a visionary Japanese couple, it set out to make people smile through food – proof that even something as simple as pizza could carry purpose. The restaurant quickly became a phenomenon, loved for its craft, warmth, and optimism. From those humble beginnings, the brand has expanded to more than 50 locations across Vietnam, Cambodia, Japan, Indonesia, and India. Over time, 4P’s grew beyond pizza. Behind every restaurant was a bigger vision: to create “platforms for peace” that connect people through food, farming, education, and sustainability.

Pizza 4P’s quickly became a phenomenon, loved for its craft, warmth, and optimism. But as its ambitions expanded, its original name began to feel too small. “Pizza 4P’s” carried heritage, but it couldn’t hold everything the company had become. How could one brand stretch to include cheese factories, organic farms, coffee roasteries, and new hospitality ventures – without losing its soul? The challenge wasn’t how to scale, but how to stay true.

The new identity system reflects that spirit: flexible enough to grow, consistent enough to stay grounded. Its design language balances warmth and precision, extending from packaging to print, uniforms to signage. To bring it all to life, BaseSGN collaborated with former Pixar animator Andrew Gordon to create BUU – a friendly burrata mascot that captures 4P’s humor, optimism, and human touch.

Today, 4P’s is more than a place to eat. It’s a growing ecosystem of restaurants, farms, and projects that share one quiet ambition: to make the world smile for peace.