Identity for a pizzeria where every guest is a member and every slice gets passed around.
One share of the whole. The smallest thing you can pass around.
Everyone who showed up for the same thing.
A slice is made to be shared, so the name works as an invitation.
Everyone who walks in is a member, and the first rule is that there are none.
A pizza club is a pizza that gets passed around. So the mark is a whole pie with one slice already out, tilted, on its way to the next pair of hands. You read pizza before you read anything else.
We started where everyone starts. Each of these was fine and none of them was ours.
The pie with one slice out won because it is the only one that reads as pizza at a glance and still says something about passing it round.
The wordmark is drawn wide and fat so it reads from across the street. A flat shadow lifts it off the box like a sticker.
A flour cloud, a scooter, a staircase to the crust. The photography plays with scale, and the pie with its slice on the way rides on everything that gets handed over.
On the hat
On the box
One pie, eight slices
The pantry
Stairs to the crust
The pullThe loyalty card holds eight slices. Every visit stamps one, and a full card earns the shared slice for free.
The table cloth, the walls, the boxes.
40%The napkin, the paper bag, the page.
25%Every outline and every hard shadow.
15%The flash. Used for the thing you must notice.
20%Full colour, one colour, inverse, locked up and inside a coin. Always the same pie and the same slice on its way.
Keep half a pie radius of space on every side. Nothing enters the yellow band.
Below these sizes, switch to the coin.
Three ways to hurt the pie. We have seen all of them.
Express logo in a day. A full identity in a few days.
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