Brand Identity
YEAR
2024
2024
ROLE
Art Director & Brand Designer
Art Director & Brand Designer
DELIVERABLES
Visual identity refresh, Environmental branding, Social media advertising, and Promotional print materials
Visual identity refresh, Environmental branding, Social media advertising, and Promotional print materials
STRATEGY
Pizza 123 had built a loyal customer base over two decades, but its visual identity had not kept pace with a shifting dining landscape. The brand lacked the consistency and modern appeal needed to compete for attention: both in-store and across digital touchpoints, without losing the authenticity that made it a community staple.
The challenge was to modernize without alienating. The solution centred on building a cohesive visual system that honoured the restaurant's heritage while positioning it for a contemporary audience. A tricolour logo constructed from clean, geometric linework retained a sense of warmth and handcraft while feeling distinctly current. A signature pattern and illustrated ingredient icons extended the identity across packaging, stationery, and tableware, creating a recognizable brand language at every customer touchpoint.
Photography and illustration were paired deliberately: real food imagery grounded the brand in quality and appetite appeal, while the illustration system added personality and differentiation. The result is a brand identity that feels both fresh and familiar, capable of building trust with long-time customers while attracting a new generation of diners.
