Photos by Amy Heycock
With a name like Igloo we couldn’t go far wrong with a simplified igloo motif to form the new logo. This bold visual identity not only reflects the name, but the concentric lines hint at the shape of the pizza oven that lurks behind the signage when at festivals. Lasting impact rests in using the identity on many touch-points around the set up, from plant pots to uniforms.
The street food marquee was kept minimal. We used custom built light-boxes and menu boards at opposite sides of the set up to fill the small space. This, in turn, created a natural serving/collection point for Igloo to trade in and create new customer relationships. It’s simple, functional and looks established.
Blue is the colour! When you think of Italian-based businesses, the cliche colour palette—green, white and red—is the low hanging fruit designers tend to latch upon. However, we decided that an Italia 90 style blue would be much more fitting for our igloo theme, and is a colour under utilised by street food traders.
For the typography and layouts, we took influence from traditional Napoli signage, pizzerias and packaging. This timeless style is a reflection of quality that is both professional and mature, while maintaining a youthful, modern look. It’s European sophistication at it’s best and we wanted it at the heart of Igloo’s new premium identity
Especially in summer, the street food scene is a fast paced industry: new events, new locations, new menus. We delivered Igloo an asset pack that would easily allow them to update, maximise and minimise their menus on demand and without support. This would allow the business to operate at full capacity without compromising the delivery of important messaging or brand awareness.
“Rebranding your business can be a daunting idea. However, Lucas put my mind at ease straight away. His professionalism, attention to detail and responsiveness made the whole process so simple! I felt my ideas were listened to throughout the process, the outcome was everything I could have wanted and more!” – Igloo Pizza