Branding | Illustration
Pizzeria Locale is a pizza brand that makes pizza the southern Italian way using simple, fresh ingredients. PL is not a typical pizza joint—from their recipes to their custom made ovens and prosciutto slicers—everything at Pizzeria Locale is as authentic as can be. While the brand itself had many cool elements and great stories, their branding had a lack of personality. So I teamed up with one of Chipotle’s copywriters to reimagine Pizzeria Locale’s brand voice and look & feel.
While keeping the core branding like logo and font, I added some secondary graphic elements. Illustrations highlighting ingredients and a bold red added a fun and playful personality to the brand.
The secondary branding elements are not only fun, but also easily applies to many different marketing materials from packaging to promotions.
Worked as a project lead while at Chipotle under creative direction of Anna Tou, in collaboration with Dakyung Lee (currency design), Christine Brown (packaging design), Karen Bolipata (copywriting), Jonathan Taub (production), and Nat Chitwood (photography).