Old Scratch Pizza Brand Exploration -
In Tandem With - SHARPE CREATIVE.
Old Scratch Pizza is located in Dayton, Ohio, and is well-known for their Neapolitan-style pies that are crafted in their brick ovens. As the community continued to grow and another location was built, they decided it was time to establish a new look for their brand. The deliverables of this project included building on their current logo and brand elements, defining and evolving their visual identity, create a brand system with a better web presence, showcase the craft of the pizzas and expand the brand so that it will work across multiple locations.
Andy Sharpe and I both took our own approach to explore the new Old Scratch Pizza brand and developed stylescapes to present these identities. The stylescapes are created in a collage-like way to represent all visual assets of the reimagined brand. These assets include the logo, typography, photography, color usage, website elements, and overall style.
A love letter to Dayton.
This concept is an evolved style from the current brand that introduces black and white photography, pops of color, and new typography and graphic elements. This concept leans into the masculine, edgy and authentic aspects of the brand’s personality.
Sourced Simplicity.
This concept is a clean and simple style that introduces more premium-like typography juxtaposed with gritty textures and sketched elements. This concept aligns with the premium, artisan, and authentic aspects of the brand.
