Pizzeria Locale is the brainchild of the Chipotle
founder, another chef, and a sommelier. In late 2017,
the designers of Chipotle's in-house creative
team and I teamed up to update the brand's look and feel.
founder, another chef, and a sommelier. In late 2017,
the designers of Chipotle's in-house creative
team and I teamed up to update the brand's look and feel.
And this is where we ended up.
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But first,
let me take you through the process
of how we got there by looking
at the old stuff we made pre-refresh.
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For a brand helmed by some badass people,
we thought it needed some badass attitude.
So I looked at some of my favorite characters of all time for inspiration.
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JACK DONAGHY
+ Unapologetic
+ Confident
+ Aspirational cuz he fancy.
+ Unapologetic
+ Confident
+ Aspirational cuz he fancy.
LIZ LEMON
+ Witty
+ Self-aware
+ Loves cheese
+ Witty
+ Self-aware
+ Loves cheese
RON SWANSON
+ Loves food (specifically, meat)
+ Loves alcohol (specifically, whisky)
+ Doesn't give AF who knows it
( See how I channeled Ron Swanson some more here. )
+ Loves food (specifically, meat)
+ Loves alcohol (specifically, whisky)
+ Doesn't give AF who knows it
( See how I channeled Ron Swanson some more here. )
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Put them together and you get someone who loves
the finer things in life (in this case, food, wine, and the
whole dining experience), and is totally unapologetic
about sharing that with the world.
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We unveiled the new look and feel in the creative for
the annual guest chef event. While the old creative
focused on the limited-edition pizza, this time we
wanted to highlight that Pizzeria Locale's pizzas are
created by award-winning chefs who are kind of
a big deal.
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We extended that work to printed currency cards.
Here, I used the updated voice to talk about the
restaurant's commitment to sourcing great
ingredients and the craft of cooking on the
back of the cards.
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We extended that work to printed currency cards.
Here, I used the updated voice to talk about the
restaurant's commitment to sourcing great
ingredients and the craft of cooking on the
back of the cards.
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We also took
the voice to packaging.
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Limited copy.
Lots of food, wine,
and hands to reflect
Italians' affinity for using
their hands in conversation.
Lots of food, wine,
and hands to reflect
Italians' affinity for using
their hands in conversation.
Here's the tray liner,
where Caesar hangs.
where Caesar hangs.
Here's how it looks under a pizza.
It provides a closer look at Pizzeria Locale's
ethos, ingredients, and commitment to
the fine dining experience.
ethos, ingredients, and commitment to
the fine dining experience.
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We also took that new 'tude to social.
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We also took that new 'tude to social.
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Role: Copywriter
Editor: William Espey
Illustrator: Heejin Suh
Guest chef designer: Heejin Suh
Currency card designer: Dakyung Lee, Heejin Suh
Packaging + "Hail Pizza" designer: Christine Brown
Photographer: Natalie Chitwood
