CUT & CRUST
Brand Design Strategy
We were asked to create an easy franchising pizza concept in a crowded environment with similar brands and concepts. Owned by an Italian investor, the new concept should talk about its deep roots in Italy while focusing on tradition, but with a modern touch.
Make a new distinguishable concept by using the star product not found anywhere else on the local market.
First: communicate its star product - pizza longa - as a new pizza experience. Pizza usually comes in its ‘tonda’ shape and size, but cut&crust also serves pizza longa or longa combo, a half meter size pizza meant to be shared with friends and family.
Second: describing the Italian ingredients originating from different corners of Italy: mozzarella from Lazio or Northern Campania, parmigiano and prosciutto from Parma, olives from Liguria, anchovies from the Cantabrian Sea and capers from Northern Sicily. The visual identity came naturally from “experience” / “a new Italian pizza experience”. We wanted to emphasize the Italian passion and handmade pizza in our packaging design. We used hand sketching, pomodoro red and “crazy” lines.
With its new identity cut&crust became the crazy good Italian pizza makers.
Cosmin Todor Studio