Crust Pizza Lab is a new Pizza restaurant in Sweden with a focus on local ingredients and digital service with minimal human intervention.
The brief for this project was to design a brand for a modern Swedish pizza restaurant offering an automated eat-in and takeaway service, with a fresh feel and a focus on local ingredients.
We started this process by choosing a name for the restaurant, which is usually the first step in forming a brand, but can also be the hardest. We developed the brand focusing on a badge of ownership and created a logo that combined a pizza slice with the WiFi symbol, to represent the automated service that the restaurant provides. Since there is very little human interaction in the restaurant, we wanted to create messaging that was friendly, inclusive and that makes people feel part of the brand. The logo ended up being both contemporary and timeless, using bold fonts that can be seen from a distance. Our clients were thrilled with the result.
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