Today Designer Spotlight: Pizzaluxe Brand Identity Spotlight
Cooking up a playful identity for a street-food inspired chain.
Pizzaluxe based on Albion Street in Leeds in the UK about 1 hour away from our location is passionate about great Pizza, their humble beginnings started by them selling Pizza from a market stall in London’s vibrant Brick Lane, they have evolved into a multi-site business with big plans for the future.
PizzaLuxe is a simple, stylish all-day bar / restaurant food retail operation centred on everyday, affordable food and drink.
The Touch Agency based in Edinburgh, Scotland said:
“Building on the success of our initial identity work for Pizzaluxe at Westfield in London, we were tasked with developing the brand as it began a programme of expansion, starting with a new site in Trinity Kitchen, Leeds.
With the second venue front of mind, Pizzaluxe had a much greater awareness of its target audience but needed to add more character to the original identity and increase direct communication to its customers.
We identified some key propositions that Pizzaluxe wanted to communicate. Collaborating with London-based illustrator Damien Weighill, we brought these messages to life through a series of hallucinatory illustrations and a cheekily direct tone of voice, bringing a playful sense of character to the brand.
In order to stand out in a competitive city location, we built upon our initial work with an expanded palette of fluorescent colours as a way of defining the brand. Never ones to follow convention, we also produced branded, bespoke-shaped takeaway boxes — resulting is a visual identity that stood out in a competitive ‘street food’ environment.”