Having started from a humble market stall on Brick Lane, PizzaLuxe was going from strength to strength and needed a fresh new look to reflect and facilitate this growth. We focused our brand refresh on the new location in Manchester and, with a brief to create a contemporary, clean and premium feel, we started by introducing a fresh tagline and positioning statement. Capturing the good times energy of the business, LIVE LIFE TO THE LUXE became the cornerstone for our work and a call to action for a brand that prides itself on being both fun and quality-focused.
Manchester, Leeds, Peterborough
Working with the talented Damien Weighill, we created an identity that would give his illustrations space to breath with clean uncluttered layouts, premium slick typography, classic menu elements and a refreshing, contemporary colour palette. Key to our approach was also designing a platform that would allow photography to really pop both in print and on the large digital screens that would be in the venues.
Illustrations: Damien Weighill
Interior Design: Hudson Rock Design
The bold sans serif header fonts dovetailed with the playful illustrations and bright colours to create a really engaging and eye-catching identity, while the serif body font and use of traditional menu framing devices added a touch of class and heritage.
For the website, we really doubled down on the clean aesthetic and introduced a striking carousel that the pizza range and the brand’s USP way of photographing the ingredients. The site is focused on conversion to clicks and making the ordering process as simple as possible, while hand drawn sketches on each venue adds a sense of authenticity and craft.
Check it out here: pizzaluxe.com