Life of Pie
Your friendly neighborhood pizzeria where everyone is taken care of, Life of Pie has long served the community with affordable pizza and an ethos of putting people first. Owner Jason Kallingal approached us with the vision of creating a brand that better reflected their community-driven values, as well as the joy that pizza brings to the world.
Deliverables
- Brand Strategy
- Identity Design
- Collateral and Signage
- Copywriting
Collaborators
- Human Shapes, website design & development
The restaurant’s magic lies in the intentionality and care they put into everything they do, from careful ingredient sourcing, to making delicious food, to supporting their team and guests. We wanted to build a brand that better expressed who they were, starting with the icon. Executed in a light-hearted style, the infinity pizza represents a cycle of continuous generosity and the belief that reciprocity is not only good for business, but for the community at large.
The updated color palette infuses energy into the brand. Previously the design consisted of darker neutral tones, a demure energy that felt inconsistent with brightness of the team. We set a sunny yellow as the central color in the palette, with warm cream tones as support. Loose jumbled type and hand-drawn illustrations bring in a human element while getting across the joy of eating pizza.
Life of Pie has a strong internal compass. They care deeply about creating a safe space for their team, so they can create a safe space for the community. We reworked their internal Culture Book for better clarity and organization. This manual is shared with employees as well as on their website for transparency with their customers. We were honored to work with folks who put so much care into both their product and the people helping them make it happen.
