Naming Concept Development Brand Identity Food Service Packaging
Halsted Hospitality’s pizza concept started with the simple proposition of bringing a higher end restaurant quality product and experience to the broader pizza chain delivery market. They needed to build a complete brand that avoided all the tired pizza tropes of the usual suspects, while capturing an emerging consumer interest in inventive toppings and finishes not traditionally offered through mass market delivery.
After a thorough competitive analysis and positioning exploration, we came up with a name that was feisty, catchy and expressive of all the core attributes the clients wanted to capture.
Halsted Hospitality, Toronto ON Canada
The resulting pennyfarthing-riding mascots communicated the delivery aspect of Pizzafix with just the right amount of outlandish playfulness. We added in a variety of witty quips about pizza to drive the messaging and play a significant role in the overall brand identity system. Though the visual content was vast, our application of Constructivist-inspired aesthetic to each unique piece of packaging, printed material and signage remained consistent and true to form.
Knowing the client’s intention to open locations in varying markets in Ontario, we presented options for many different signage scenarios. And to help with the acquisition of potential real estate, we also created a pitch deck for landlords, introducing the Pizzafix brand with a complete look at ethos, identity, consumer profile and product offerings. Logistical barriers prevented Pizzafix from launching, but when it comes to seeing through a project of this breadth and our pleasure with the outcome of the design, our enthusiasm never wanes.
The groundwork done for the naming laid the foundation for us to flush out a number of visual solutions, that were frankly, just really cool.