This project proposed rebranding for a small food business that sells specialty pizza. The company sells partially baked pizzas and home delivers them to the customer to complete the baking at home. The demographic for the company is young adults and working parents. The goal of the rebrand was to make the company feel more convenient, family-friendly, and modern.
I simplified the five squared experience in the rebrand into three steps: Deliver, Bake, and Enjoy. I wanted to capture all three concepts in a single logo. Each side of the isometric cube represents a step, an open front door to help the customers visualize delivery, an oven to promote an at-home dining experience, and a pizza at the top to show the cuisine. The logo was created in a reduced language that would be easy to understand and memorable, with a bright red to capture the audience’s attention and provide a primary brand color.
When presented in-class critiques, reviewers quickly understood the collective concept of the three sides of the cube depicting individual actions. The logo was also applied to other executables, including packaging and other branded items.