Client: Pizza loco
Pizza Loco made a name for themselves by slinging pizzas—by the minute—out of their converted steam train pizza oven. After years of street food pitches, Pizza Loco have departed the street food scene and arrived at their debut restaurant in Oakwood, Leeds.
In this popular suburb of Leeds, Loco wants to be the place you can visit with friends for an after work drink, a safe and personable place where you can enjoy a leisurely bottle of wine or entertain the family with a Sunday brunch, all whilst celebrating local Yorkshire ingredients atop smokey, wood-fired Neapolitan pizzas.
Our brief was to scale up the street food concept, making it into a contemporary and desirable Neapolitan hangout suited to the student, the professional and the family. Management wanted a fresh and vibrant brand identity that captured their excitement and passion for all things pizza.
At the core of the refresh is the recurring illustrated train track motif paired with youthful, tongue-in-cheek messaging. Against the high contrast palette of utility green, hipster pink and pizzeria red, we allowed the visual identity the space to flip between punchy and bold and considered, desirable and slick.
The localised brand tagline ‘Oakwood Fired Pizza’ just works—feels neither new or old. It has become the best friend’s secret handshake for the community. The new logo is dressed in a sleek 19th Century traditional pizzeria typeface, and looks killer throughout the social assets and merchandise.
Turtle and Hare conquers design challenges with collaboration from the business. When Loco wanted to spice up their takeaway game, Turtle and Hare built and delivered. We created a cost-effective way to buy in, make up and send out custom pizza boxes. Every box is decorated with its own unique combination of stickers and is sealed to ensure product quality and freshness—but really it’s a whole heap of fun, giving the customer the excitement of breaking into their freshly made pizza.
On the subject of merch, restaurants, like bands, have their own fandoms. The street food sphere has universally embraced this extra income stream, with customers sometimes flocking for the merch and not necessarily the food! From stickers to aprons, enamel pins to t-shirts, the merchandise we designed for Pizza Loco allowed us to fold more of our research into the brand, it gives the customer a chance to support an independent local business, and fleshes out the brand, blurring the line between hospitality and lifestyle.
Our social media assets have allowed Loco the ease to promote new dishes, launch daily specials and celebrate existing menu items. These interactive designs help engage and educate an audience, and are easy to maintain by staff during busy business hours.
If you want to build on ideas for your business, stitching elements of personalised fun and originality into an already existing brand, then get in contact with us and lets build something fun together.