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Pizzaluxe

Cooking up a playful identity for a street-food inspired chain.

Building on the success of our initial identity work for Pizzaluxe at Westfield in London, we were tasked with developing the brand as it began a programme of expansion, starting with a new site in Trinity Kitchen, Leeds.

With the second venue front of mind, Pizzaluxe had a much greater awareness of its target audience but needed to add more character to the original identity and increase direct communication to its customers.

We identified some key propositions that Pizzaluxe wanted to communicate. Collaborating with London-based illustrator Damien Weighill, we brought these messages to life through a series of hallucinatory illustrations and a cheekily direct tone of voice, bringing a playful sense of character to the brand.

In order to stand out in a competitive city location, we built upon our initial work with an expanded palette of fluorescent colours as a way of defining the brand. Never ones to follow convention, we also produced branded, bespoke-shaped takeaway boxes resulting is a visual identity that stood out in a competitive street food environment.