Taking over an industrial brick building just north of Queen Street West, Community’s assignment was to create a pizza brand that took the iconic food to unexplored territory. With explicit direction to avoid stereotypical Italian cues (including red, white and green flags, twirly mustaches and kitschy characters and boxes), the brand had to hero the product specifically, communicating the idea that this was the absolute best pie the city had to offer.
Taking cues from an assembly line factory and a ruthless, workman like attitude, our approach was to hero the pizza maker, and each pizza maker would sign his seal of approval (an actual signature) on each and every box that went out the door. With a focus on dedicated craftsmanship, the highest quality and freshest ingredients, and bringing a chef’s mentality back to a food so often disregarded as late-night junk food, the Maker look and feel inspired an evangelical pride about their product.
It must be made perfect, or it must be made again.
The results were outstanding, and the press that followed was nothing short of overwhelming. Maker sold out of all their pizzas each day in their first week of opening, immediately became a favourite on Uber Eats, and has pizza aficionados across the city agreeing: Maker makes it best.