CASE STUDY: VISUAL BRANDING
digital design • user feedback • problem solving
Project Overview
Develop a professional visual brand for Eat, Fire, Farm’s Wood Fired Pizza, including a detailed and simplified logo, and color palette. Implemented digitally, on merchandise, and in print marketing collateral.
Initial Concepts
Below is the inspiration spreadsheet the client filled out.
I built-in a “do or do not like” column to gather a well-rounded understanding of the client’s visual preferences.
When I combed through the client’s preferences a few phrases stood out:
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Look and Feel: Art Deco -- trianglular shapes, strong, clean lines, “Great Gatsby”
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Logo Style: Badge -- text and design elements create a shape
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“Japanese wood-block prints in particular contained floral and bulbous forms, and “whiplash” curves, all key elements of what would eventually become Art Nouveau.”
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Modern italian, like the B&W tile w/ bronze accents
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What color or colors do you like? Red, Green, White
Below are those phrases translated into visual designs.
Trianglular shapes
Design details include triangles that mimic a slice of pizza
Text and design elements create a shape
Arced text shape mimics a pizza oven
Badge style logo without shape container
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Text Heirarchy
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Pizza: primary offering of the business
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Solid Red Line
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Eat, Fire, Farm: secondary, how the primary function of the business
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Green Dashed Line
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Symbol
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Flame highlights what sets the business apart from it’s competitors -- wood fire pizza oven
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Blue Dotted Line
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Bulbous forms and “whiplash” curves
Flame and design accent shapes ebb and flow with energy and elegance
Art Nouveau
Font option with secondary lines bring a visual sense of free movement
Old World Elegant
Serif font options bring refinement
Bronze Accents
Burnt orange brings bronze vibes to this color palette option, complimented with a lush and rich dark blue. Warm, soft brown balances this bold palette with softness.
Red, Green, White
A variety of red hues, from tomatoe sauce to earthy brick, offer different brick-fired pizza inspired options. Farm to table greens are paired to compliment the bold reds.
Round 1: Logo and primary color palette options.
Client Feedback
“These all look so great! Thank you, we are all very happy. Everyone we share these with are very impressed...
Text: Option 4 is a favorite with the flame from Opt 2.
Image: Option 2 with just the oven surround /entrance & floor detail is another idea we had.
Color: Color palette from option 2, try switching red from option three. Color on option 5 is also great.
Special events: Still love options 1 & 2 for one off advertising for events/ the island fair and printing on sweatshirts etc. with the consistent flame on opt 2!!!”
Option 4 with the flame from Opt 2.
Option 2 with just the oven surround/entrance & floor detail.
• Option 2, switch red from option 3
• Option 5 is great
Options 1 & 2 with the consistent flame on opt 2
Round 2: Logo and Primary Color Palette Options
Round 2: Symbol Options
Client’s requested a more ornate option to use for special events.
Final Selections
The final logo, symbol, and color palette came together using visual problem solving, user feedback, an expert design eye, and digital design skills.
This strong visual brand will increase customer recognition and differentiate the business from competitors, which can improve sales. When customers easily identify and remember the Eat Fire Farm Pizza brand, loyalty, trust, and credibility increase, resulting in long-term revenue growth through customer retention.
Consistent, visually appealing branding tie together a cohesive and compelling message, enhancing the effectiveness of marketing efforts which result in higher sales. I am thrilled to have had the opportunity to create a unique, robust visual brand for Eat Fire Farm Pizza.
