About
ExCeL London is a leading international exhibition and convention centre located in the Custom House area of Newham, East London. Spanning 100 acres along the Royal Victoria Dock in London Docklands, it hosts a diverse programme of world-class events.

Challenge
Develop a selection of authentic, high-street quality food and beverage concepts to keep guests energised and engaged throughout their visit.

Solution
Naturally Neapolitan: an offering shaped by the finest Italian ingredients to create genuinely authentic pizza and pasta. Central to this vision is the San Marzano tomato, cultivated in the mineral-rich volcanic soil of Mount Vesuvius. This thin-skinned plum tomato is celebrated for its bright flavour and suitability for traditional sauces.

Informed by thorough research, the name Pummaro’ was chosen for its strong associations with tomatoes and classic tomato sauce – capturing the warm, familiar spirit of Italian cooking. Together, these elements inspired the brand strategy, visual identity, and overall experience, bringing a little splash of creativity to the concept.