Farley's Pizzeria has been in business since 2005. It has two locations in service in the greater Charlotte, NC area. Their business goals are to offer the best food for delivery, offer options beyond pizza, and give quality service. They promote themselves as a made-to-order restaurant with fresh ingredients prepared daily. This project contains the following set of branded material for a new restaurant identity.

• Primary Logo

• Secondary Logo

• Menu

• Letterhead

• Print advertisement

• Business card

• Envelope design

Research revealed that although Farley's promises quality food and service, they are inconsistent. Customer reviews are mixed. The restaurant could benefit from a rebrand so that it can distance itself from previous bad reviews and rebuild brand consistency and customer loyalty.

Sketches explored various types of logo configurations. Farley's offering of customizable pizza inspired the playfulness of script typefaces and swashes. The original logo included a mascot of a pizza, which inspired the triangular pizza shape in the sketches.

Overview

Research

Logos

The logos imitate pizza with the triangular shape and with the letters stacking on top of one another like toppings on pizza.

Primary Version 1

Primary Version 2

Secondary

Printed Materials

The colors of red and green remained from the original to maintain the allusion to traditional Italian cuisine. Golden yellow was added to imply cheese and pizza crust.

Saucy Red

A heavy typeface draws attention to headline copy. Subheads use a rounded serif typeface that avoids rigid strictness. Body copy is written in a clean and readable sans serif.

Fresh Produce

Goldenrod

Headlines

Body

Color

Typography

Vivid Green

Breadstick

Danger Zone

Animations

I updated the original mascot design from the Farley's logo and added some animation to bring the character to life.

Software

Skills

Typography

Brand identity

Animation