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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.

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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.
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LIZ LEMON
+ Witty
+ Self-aware
+ Loves cheese
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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. )






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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 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. 
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Here's the tray liner, 
​where Caesar hangs.
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Here's how it looks under a pizza.
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It provides a closer look at Pizzeria Locale's
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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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













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