SLABS

The Brief

The client, Simon, came to the studio with an idea. He was going to open a Detroit style pizza shop in the heart of Onehunga, Auckland. A battle ground of fast food restaurants and home to seven other pizza shops. Simon’s goals were to design a brand that stood out from the other pizza shops in the area, have “instagram-able” packaging and a “punchy name”.

The Execution

Detroit style pizza is not like your typical pizza, it’s square, it’s thick and it’s packed full of ingredients.  We decided sometimes it’s hip to be square and leaned right into the shape. We named the shop “SLABS” to let the consumer know exactly what they were getting into when they tried a slice from SLABS. We then paired this unapologetic name
with a bold blocky typeface for the logo mark. For additional graphic elements, we represented all iconography by only using square shapes.