A New York Classic
Founded by award-winning chef and author Miguel Barclay, ‘Miguel’s Pizza’ was inspired by a love of classic New York-style pizza and a desire to share this much loved Big Apple staple with U.K. diners.
The Brief
Building on the brand’s success to date, we were tasked with creating a fresh and inclusive brand identity that would be just as honest, unpretentious, and laid-back as the man himself.
Caught in the act
Working with photographer Mollie Rose, we art-directed a shoot that captured the joy that only a good slice of pizza can provide.
Working with photographer Mollie Rose, we art-directed a shoot that captured the joy that only a good slice of pizza can provide.
By prioritising spontaneity and fun over carefully polished perfection, the final images got right to the heart of the new brand
Our food photography meanwhile, celebrated the pizza’s natural imperfections and messy charm.
By pairing the food with props straight out of an 80’s teen movie, we offered a knowing wink to the brand’s origins, and its playful, carefree spirit.
The Sticker Characters
Inspired by the stickers Miguel plastered over his original venue in Camden, we commissioned illustrator Garry Milne to create a new set that captured the brand’s quirky sense of fun.
As effective at customising a pizza box as emblazing across a social post, these were assets that could be endlessly repurposed.
Creating Connections
Eye-catching packaging dialled up the humour to add the kind of ‘smile moments’ that can create a real sense of affinity with a brand.
Fonts with Character
For our headline font, GT Walsheim felt like the ideal fit for a brand that prides itself on its unfussy, plain-talking approach.
For our headline font, GT Walsheim felt like the ideal fit for a brand that prides itself on its unfussy, plain-talking approach.
Our body font GT Pressura gave a nod to the simple menu boards at the original Miguel’s Pizza in Camden Town. Its stripped-back simplicity complemented the more characterful fonts used elsewhere.
Designed to stand out
Unapologetically bright, bold and bursting with personality, social posts paired playful language with vibrant retro-tinged imagery to really stand out from the pack.
Unapologetically bright, bold and bursting with personality, social posts paired playful language with vibrant retro-tinged imagery to really stand out from the pack.
Simplicity is everything
For the website we favoured an uncluttered and highly functional structure, coupled with the bold brand ID to ensure nothing comes between the user and those big, beautiful, pizzas.
A reference for what comes next
The final piece of the puzzle – a comprehensive brand-book empowers the client, offering clear guidance, and allowing them to take ownership of their new identity.
