Brand Design Strategy
We were asked to create an easy to franchise pizza concept in an already crowded environment with similar brands and concepts. Being owned by an Italian investor, the new concept would need to talk about its deep roots in Italy and keep its relevance to tradition, but with a modern twist.
Make the new concept distinguishable with the help of a star product not found anywhere else on the local scene.
First: communicate its star product - pizza longa - as a new pizza experience. Pizza usually comes in its ‘tonda’ shape and size, but cut&crust would also serve pizza longa or longa combo, a half meter size pizza meant to be shared with a larger group.
Second: talk about its true Italian ingredients stemming 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. Having this in mind, the visual identity followed the path of “experience” / “a new experience in Italian pizza”. 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