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Our challenge was to strategically refresh the brand in a way that didn’t confuse existing customers or make it seem as though Crust Pizza Co. had been bought out by another pizza company.
The approach was to be evolutionary, rather than revolutionary, to build on the existing equity in place with a growing, loyal fan base. We also had the opportunity to help with the dining experience at multiple touch points to help bring the new brand to life in a way that leaves guests craving more. We kept the oval shape and tweaked the orange slightly since the eye recognizes color and shape first. This way, customers knew it was still the same Crust Pizza Co. In the old logo, it said “Pasta, Pizza, and Salad”. The owners added to the menu to include more than just those three things. Therefore, on the new logo, we just put “Pizza & More” so the menu could change freely without the logo having to change. We knew they would never get out to the pizza business so saying Pizza & More was a safe bet.