1 week branding project

Last week Daniel set us a one week design project based on pizza, this aim of this task is to practice my new branding skills and take an objective view of a new brand, and it is a great way to recap everything that I have learned so far in this module.

Brief –

Design a brand for a pizzeria.

 

Dominos is one the leading pizza brands worldwide, and everyone knows their well known colour combo on blue and red. They are a fast food service specialising in pizza and I thought they would be a good brand to look into, their brand tone of voice comes across as very reliable, affordable, efficient and easy.

Domino’s vision- ‘Our vision is simple. We want to be the number one pizza company in the world and in every neighbourhood.’

A few of their aims:

• Consistently provide delicious pizza at great value.
• Give exceptional service all the time.
• Turn everyday moments into something more special.

 

2.Pizza Hut

 

Pizza Hut is another fast food establishment with a similar wordbook and tone of voice to Dominos. They have a manly black and red colour scheme which I like and a great visual mark that reinforces their ‘hut’ idea which I think words really well. Again this brand is known for quick and easy food and on their website they state that, ‘We know what you want and we’ve made it faster and easier for you to get it at.’ This also reinforces their need for speed regarding their brands main aim, to get food to people very quickly.

 

3.Papa Johns

Papa Johns is another worldwide fast food pizza establishment and is known for their red and green colour scheme, I like this combination but I think that the Italian flag colours are a bit over used when it comes to pizza brands so I want to try something different for my brand. Papa John’s aims to give their customers the’ Best ingredients for every occasion’, this aim is evident in their trendy slogan above which reads,’Better ingredients. Better Pizza.’

They also have a strong focus on the quality of their brand (I would like my pizza brand to radiate that too) I found this information on their website and they state that,’Our pizza family is as hungry for perfection and quality is at our core.’ Looking at this particular brand I get a strong aim for high quality within the brand and its’ goals.

4.Zizzi- Ireland and UK

My favourite brand from the ones I have included so far is Zizzi, I like the photography and alongside a very simple wordmark with a great font the overall tone of voice is clear. It’s colour scheme is also very simplistic and gives a real rustic feel, the others use very vividi colours and are fast food services so they need to be bright and in your face, but Zizzi is more refined.

From researching these companies I can see that most of their brands tone of voice and wordbooks are very similar and they mainly want to give their customers a quick but reliable pizza service.

 

Local Competitors

I then decided to look at local competitors within the North of Ireland and their approach with their pizza brands.

1.La Dolce Vita Pizza Burger Bar- Newry

I chose to look at this brand because I really like the Italian name, I think it is very catchy and rolls of the tongue nicely however I am not a fan of the font it looks quite outdated on their website. They have sit in and takeaway option and their aim is to provide their customers with quality freshness and taste with their high quality wood fired pizza and overall I get a real friendly, chill vibe from this establishment.

2. Nonnas Wood Fired Pizza- Derry

This pizza restaurant in Derry was one my most favourite website I had looked at, they had great photography of the pizza which made them look even more appetising, alongside a great logo and wordmark with suitable type it works really well. This pizza place is run by two brothers who spent years travelling and exploring the small towns and villages around Italy, this already gives this establishment a great solid story for the customers to discover and talk about. Their aim is to offer family friendly casual dining and serve their Italian style pizza’s with only the best ingredients that are made with passion.

I get a strong sense of passion and authenticity with this pizzeria and it’s overall brand personality.

3. Little Wings Pizzaeria- Belfast

Little wings is a pizzeria in Belfast that I decided to look into, their story on their website states that they, ‘enjoy bringing authentic (and delicious!) Naples-style pizzas to Northern Ireland.’ This brand goes on to say that they take research very seriously when it comes to the crafting of their pizzas as they strive to give their customers that pure Italian taste. They go into detail about the fresh Italian ingredients they use which I think is a great touch.

I would associate words like playful, cheerful and quirky with this pizzeria, their logo and wordmark gives me this impressive as it is very illustrated and relaxed.

 

4. Belfast Wood Fired Pizza Company- Belfast

This is another wood fired pizza company, straight off this brands tone of vice comes across as sophisticated and quite formal for a pizza restaurant. The first thing you see on their website is the sentence ‘Authentic, artisan sourdough Pizza’ and if you read further they state that they are ‘Purveyors of artisan pizzas using fresh local ingredients.’

They also provide catering for outdoor events such as weddings, birthdays and promotions and you can even make reservations for parties of more than 6 people. It is a very sophisticated website and they even have a gallery section which highlights high quality photography of their meals and specifically their pizzas.

From looking at these local brands I have realised that they all use great photography skills and that presents their pizza in a great light. Some of the websites are very sleek and minimal which I am in favour of and this has given me a lot of inspiration for my own pizzeria!

Pinterst board

 

I then went over to Pinterest and gathered more information there to give myself a more solid foundation before beginning my brainstorming, I have included images of pizza brands worldwide,  link here.

 

Brainstorming ideas

I have included some images of my brainstorm of ideas for the design and possible paths I could venture down for this design project. I sketched down words I associate with the word ‘pizza’ and then moved onto different brand ventures I could go down, I also brainstormed some possible brand names.

 

 

 

 

My Idea

My chosen idea is a modern Italian pizza restaurant, I want to create a pizza brand that exudes high quality and elegance with a simple and sleek minimal design.

Chosen name- Simply Delizioso

Why this name?

Delizioso means delicious or yummy in Italian, and I paired it with the word simply because I wanted my pizza brand to radiate luxury but in a simple yet confident way. I wanted something simple but effective and I like the Italian aspect I think it adds some sophicisaton to the brand name and paired with a nice and apportaite font I think the name could look great.

What is my aim?

My aim is to create a high end pizza brand that is a modern take on classic Italian pizza serving you the freshest of ingredients and the highest quality of service. I want to create a brand identity that suites this story and style of restaurant with appropriate type, colours and images.

 

Moving forward I have created a brand word bank and tone of voice with words I want my brand to represent and I have included these below-

Brand word bank:

• high quality
• sophisticated
• high end
• minimalistic
• modern
• simple
• elegant
• sleek
• luxury
• classic
• classy

Tone of voice:

• modern
• semi formal
• trendy
• refined
• genuine

 

The story/bio

I have written a bio for this restaurant below-

Simply Delizioso is a modern take on classic Italian pizza serving you the freshest of ingredients and the highest quality of service. We are passionate about serving you the authentic Italian pizza that you deserve, we do pizza the right way- it’s simply delicious.

 

Wordmark

Choosing typefaces

I searched through the internet in search for the perfect fonts to represent my Italian modern theme and here’s what I found:

1. Giaza

 

 

2. Poiret One

 

I want the ‘Delizioso’ to be a bold font that really stands out, so I need to pair it with a simple but still modern font to finish the wordmark off and for the rest of the text of this pizza brand. So I paired the above fonts with Sparatan which is a sans serif font and this is how they came out

 

 

Looking at these two word marks I like them both they both give that modern, sophisticated look that I want but I have decided on the Giaza font, it screams Italian to me and it is more bold therefore will look more confident and will strengthen my brands image.

Final wordmark

 

Visual mark

I have sketched out some visual marks for my pizza brand that I can pair up with my wordmark and I need something that is simple that won’t take away from my fonts but still sleek enough that it will pair nicely.

 

 

Final visual mark and composition

In the end I decided on a very simple outline of a pizza peel, it coinceds with my brands aim to be sophisticated and minimal.

 

 

Choosing a colour scheme

When choosing a colour scheme I had to reflect back to my research and see what the most common colour schemes were; from researching many brands worldwide the most common colours used are red, green, white, bronze and cream. I had to experiment with a range of colour combinations until I found one that worked and was complimentary to my brands tone of voice.

Grey

 

Red

 

Cream

 

 

Final colour scheme and why?

The final colour scheme I went for is a warm grey monochromatic colour palette. I didn’t want to go for the generic red and green and I feel like my choice is sophisticated and gives that high end feel. The cream colour reminded me of ice cream and the red felt too heavy so I decided on this colour scheme as I feel like the shades of grey represent my modern, sleek and minimal atmosphere and tone of voice that I was hoping for; and the monochromatic approach ties all of my aims together nicely.

 

Brand Ephemera – T-shirt

I have decided to experiment with some brand application here and I landed on a T shirt design that the pizza brand employees could wear, I created this by taking my logo to Photoshop and adding this to a blank black t shirt, see below.

 

 

 

Tying it all together- Finished identity

 

 

 

 

 

Pizza box

 

App home screen

 

Attached PDF below

Pizzabrand

 

Reflection

This task challenged me in many ways, I had to collet his entire project in one week which definitely helped me to be not so indecisive, and quick thinking and quick decision are vital skills to have in this particular line of work. I enjoyed this challenge as I thought it was a fun, I found this a helpful task in many ways and it got me thinking about the most important questions I need to ask myself. This whole project has taught me to be more decisive when it comes to branding myself and to be confident in those decisions.