Folded.Pizza Branding Design

Brand identity design for Folded.Pizza.

Client
Folded.Pizza
Date
5.6.22
Skills
Branding, Logo design, Sketch, Figma
Scroll Down
Scroll Down arrow

The Project

My good friend and former team lead, Alex Cadoni, asked me to design a logo for his new business, Folded.Pizza. The brief was to create a logo for a new food retail business that positions itself between classic high street brands like Pret, Tortilla, Cornish Pasty, Itsu, Costa, and Café Nero, and local artisan/organic cafés. Folded.Pizza is not a dining restaurant nor a junk food outlet, but offers a new type of on-the-go pizza—a rectangular portion cut from a large baking tray, distinct from the classic round or sliced pizza.

After reviewing moodboards and initial sketches together, we finalized a logo featuring a folded slice of pizza. The design utilizes a yellow and dark brown color scheme and the Phosphate font. This symbol encapsulates the core values Alex envisioned for the brand: healthy, tasty, artisan, genuine, original, classic, unique, quick, portable, convenient, and smart.

The Project