Pizza is happiness. This idea was shared by two people with a vision for a unique culinary experience outside of Minneapolis, Minnesota. Started by a husband and wife team with a love for pizza, Ville City Pizza Co. takes the spirit of Brooklyn, NY all the way to Minnesota. Recently launched, the ghost kitchen operates out of the unassuming basement of VFW Post 7555, and works to support the local community while crafting its own twist on New York style pizza. With its heavy east coast influence and a Midwest work ethic, Ville City Pizza Co. brings its own unique culinary take.
The brand takes an urban, optimistic tone. The brand identity is inspired by the unapologetic boldness of Brooklyn. There’s an inherent grittiness, vibrance and scale to the city, normally foreign to the suburbs of Minneapolis, but in context this creates a unique tension. The system is anchored around the happy pizza mark, literally linking pizza to bringing happiness, while crafted by stencil and spray paint. Bold typography and a monochromatic color palette pair with the brand mark, supported by an icon system which is inspired by the New York subway system. Much like the subway, the iconography helps with navigation across the menu, website and even identifying orders as stickers on the pizza boxes. Language is straightforward and unassuming, but playful and displayed with an air of confidence. Most messaging is supported by the founders’ mantra of “Be Kind. Eat Pizza,” which was coopted as a slogan of sorts.
The identity feels perfectly out of place in context, and creates an engaging, unexpected experience, similar to its take on pizza.
CREDIT
- Agency/Creative: Matt Erickson
- Article Title: Matt Erickson Delivers a Gritty Urban Identity for Ville City Pizza Co
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United States
- Agency/Creative City: Minneapolis
- Market Region: North America
- Project Deliverables: Art Direction, Brand Architecture, Brand Creation, Brand Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Mark, Brand Strategy, Brand Tone of Voice, Brand World, Branding, Copywriting, Creative Direction, Design, Environmental Graphics, Graphic Design, Icon Design, Identity System, Interaction Design, Logo Design, Packaging Design, Packaging Guidelines, Poster Design, Retail Design, T-Shirt Design, Tone of Voice, Typography
- Industry: Hospitality
- Keywords: branding, identity, restaurant, hospitality, pizza, minnesota, brooklyn, new york, roseville, packaging, pizza box, subway, icon, logo design, community, apparel, tshirt, menu, icons
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Credits:
Creative Director / Designer: Matt Erickson
