Heróis da Pizza is a themed pizzeria chain with locations in Gramado and along the coast of Santa Catarina, known for its immersive interiors and delivery riders dressed as heroes.

Belli Studio was responsible for creating the entire character universe, including the story of the world they live in, the origin and personality of each hero, the visual design of characters, settings, and representative objects, as well as patterns and examples of product applications. All the material was compiled into a 40-page document that defines the universe’s rules and ensures narrative and visual consistency across all uses.

From this universe, several other projects emerged, such as space theming, costume design, comic books, and advertising films, all developed in line with the guidelines and narrative established in the original document.