This project is restaurant branding and brand extension. The goal of this project was to brand a modern and fresh pizza joint, located in Austin, Texas. I wanted Dough’s character to be welcoming, warm, sophisticated, and delicate. I also wanted this restaurant to visually appear as trendy, modern, and artisanal. Another goal for this project was to keep unity and cohesion throughout the designs, achieved by a repetitive use of color, etc.

The creative process for this project involved extensive research of other existing pizza restaurants, a lot of preliminary work to solve the logo, and concentration on finding aprons, walls, and paper textures that will complement my company brand well. Much of this project was created during at-home quarantine when TCU shut down for Covid-19 procedures. I was able to solve this project by working with the resources I had away from TCU while remaining safe at home. The brand extension was also solved with many elements such as photography, Photoshop, and Illustrator.

I believe that this project is very successful in its cohesive branding design and creative restrictions from current times.