Rebranding Project

The Pizza Place

Problem Statement

For this project, I was tasked with finding an establishment to rebrand. The Pizza Place is a well known pizza parlor that has settled down in the Sunset District of SF for over a decade. It is loved by families in the local area and it a hotspot for young adults to come and have sports watch parties & gatherings.

Design Objective: Redesign & Modernize Logo of the establishment

Pizza Place Current Identity

Research & Ideation Phase

For this first phase of the project, I tasked myself with creating 24 different hand-drawn logo iterations. Throughout this process, many designs were eliminated but the ones with a star would move on to the digital iteration phase. My idea was I wanted something to signify the business’s success and create something that is family friendly and appealing.

Digital Iterations

For this project, I wanted to primarily focus on building upon an identity centered around the pizza as an icon. I went ahead and completely decided to remove the heart hand sign and re-established the name “The Pizza Place” because it’s simply just a more direct and straightforward towards the name. I built the logo centered around a Pizza and with major modifications to the pizza, adding finer details such as cheese, peppers, and colors.

First Round - Digital Iterations

Second Round - Digital Modifications

Pizza Sign - Digital Modifications 2

Pizza Box - Digital Modifications 3

Protruding Slice - Digital Modifications 4

Pizza Sign - Black & White + Negatives

Final Design

This is the final design of the Pizza Place rebranding project! The direction I chose was to keep the design colorful, fun and to signify the success of the establishment. I built the logo around a pizza icon with a sort of “plate” background and a ribbon to have high contrasting elements to make the pizza icon pop to the user. Here we can also see some mock-ups of business cards & a store signage for how it would look like in real time.