I was asked by my good mate and former team lead Alex Cadoni to come with a logo design for his new business, Folded.Pizza.
The brief: a logo for a new food retail business that sits in between the classic high street brands (Pret, Tortillas, Cornish Pasty, Itsu, Costa, Cafe Nero etc.) and a local artisan/genuine/organic café. Not a dining restaurant and not a junk food type of place... A new type of on-the-go pizza which is a rectangular cut portion from a big baking tray, so not the classic rounded pizza or the sliced one.
After having a look together at moodboards and first sketches, we went ahead with the final symbol depicting the folded slice of pizza, yellow and dark brown colour scheme and Phosphate font. The symbol conveys the main values Alex wanted to keep for the brand: Healthy, tasty, artisan, genuine, original, classic, unique, quick, portable, convenient, smart.