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PizzaLuxe by Touch

Opinion by Richard Baird Posted 21 January 2013

Logo for freshly-baked, deluxe pizza restaurant Pizza Luxe designed by Touch

PizzaLuxe is a restaurant located on London’s Brick Lane that hand makes good-value, freshly baked pizzas using locally sourced, ‘deluxe’ ingredients. To coincide with an expansion into the Westfield centre, Stratford, the brand approached Edinburgh-based design studio Touch to develop a new visual identity that would communicate their core values within a more ‘polished’ environment.

“Our solution was to create something iconic, using a custom typeface, as well as commissioning illustrator Joanna Basford to communicate the brand story via a series of bold, line drawings. This pared-back approach was then contrasted with the fluorescent ink on menus and printed materials, while a neon sign and wall-graphics worked well with the utilitarian chic of the venue itself.” – Touch

Conceptually it is a pretty simple solution but one that, through the juxtaposition of the urban and ‘polished’ character of a custom logo-type built from a well spaced combination of tall and slim, uppercase, inline sans-serif characters – setting a professional high quality sensibility – alongside the earthy, honest and local industry qualities of Joanna Basford’s organic, hand drawn, single line weight and monochromatic illustrations, achieves a clear and communicative duality. A single, economical, neon spot colour adds a sense of energy and contemporary creativity to the identity without appearing superfluous within the utilitarian context of the interior design.

Pizza Luxe chalkboards Pizza Luxe interior Logo with neon ink finish for freshly-baked, deluxe pizza restaurant Pizza Luxe designed by Touch Illustration by Joanna Basford for freshly-baked, deluxe pizza restaurant Pizza Luxe designed by Touch Logo and illustrative poster with neon ink finish for freshly-baked, deluxe pizza restaurant Pizza Luxe designed by Touch Logo and illustrative flyer with neon ink finish for freshly-baked, deluxe pizza restaurant Pizza Luxe designed by Touch Logo and illustrative business card with neon ink finish for freshly-baked, deluxe pizza restaurant Pizza Luxe designed by Touch Logo and menu with neon ink finish for freshly-baked, deluxe pizza restaurant Pizza Luxe designed by Touch Logo and menu with neon ink finish for freshly-baked, deluxe pizza restaurant Pizza Luxe designed by Touch