ESTABLISHING A TONE OF VOICE GUIDE, CREATING A BRAND BIO, BRAND STORY, AND FINDING A BRAND PURPOSE:

Overall I want people to feel Pizza Passion is a trustworthy, friendly, and caring place to eat good, healthy food with family or friends. The pizza is about the fun experience with friends and family as well as the health benefits though. Its more personal than corporate and I will reflect this in my language used as a result – I feel that these things will help create this fun and relaxed tone in my branding and ease the customers into getting excited for the upbeat and friendly atmosphere at one of Pizza Passions pizza places.

MY BRAND BIO:

“Ever since we opened our first pizzeria in Belfast, Pizza Passion has served up great good, great music, and great times. We believe that pizza doesn’t have to be guilty if its done well – and that you should feel good about tasty food.

Here at Pizza Passion we believe in creating food for a better future. All of our ingredients are locally sourced, and over half of our menu is vegetarian/ vegan friendly; after all – they’re the foundation for our great flavours. Take a peek into our menu and see for yourself!”

CREATING THE BRANDS MONOGRAM/ VISUAL MARQUE:

SKETCHING OUT AND BRAINSTORMING MY INITIAL IDEAS:

At first I brainstormed potential imagery I could use throughout the brand, this involved pizza imagery I could play around with as well as imagery relating to pizza passions tone of voice and personality.

I then tried creating a monogram using the two P’s in the name. I decided I’d use the fact the curve on the p looked like a half pizza to my advantage.

DIGITISING MY FINAL IDEAS:

I wanted my pizza monograms to have a clean, chunky, and fresh look to them. I also wanted to split the circle into slices so I could continue using the slices in other aspects of the brand – such as in patterns throughout or in the letterforms of the word-mark. I really like the bottom design as the pizza cutter creates variety and the pizza almost looks like a pacman (this could potentially be used throughout the brand as a recurring theme)

CREATING A TYPEFACE SHORTLIST:

Pizza Passion is a clean, healthy alternative to other pizza companies. The brand wants to reiterate how it’s possible to have a great time with your friends or family while eating healthy food – even pizza. As a result I wanted this to reflect in my typeface.

I thought that using a clean, chunky sans serif would be the right choice in this case at the start, however i began looking at blackletter style fonts i felt this would go even better with this brand. I want the wordmark to stand out and look different to its competitors – and so a font with a more rebellious appearance may help with this.

FINAL DECISION:

I went with one of the more modern blackletter designs that bridged the gap between a simple sans serif and a chunky, ornamental looking traditional blackletter font. I want my brand to stand out in the market as going against the status quo and being different to the other brands – I think this rebellious looking, almost punk styled font will help communicate this.

kerning should be 86pt allowing for slice to fit neatly between P and S and allowing legibility

DECIDING ON COLOUR:

I want my brand to have a fresh and healthy tone to it, however for it also to be upbeat, friendly and warm/ inviting. As a result I should use colours that represent these feelings/ purposes.

pink – tones down the fiery passion of red and communicates love and happiness. These are two of Pizza Passions brand values – the company is passionate about making good food and has a friendly, upbeat, and happy tone of voice.

green – will give the idea to customers that the brand is all about wellness and growth. Green when used with food indicates wholesome, and healthy meals.

yellow – will communicate happiness and energy, these are two things I really want to shine through in my brand

SHADE OPTIONS:

I went for a warm red and pink rather than a more purple/ magenta pink and a more turquoise green. This is because I want the brand to have as warm and welcoming a tone as possible, and using cold colours has the potential to draw the customers away. I used adobe colour for these shades as it paired them according to which complimented each other.