Phase 1: Concept Development & Strategy/ Phase 2: Visual Identity Development/ Phase 3: Brand Application & Collateral Design

Moon Slice, the unorthodox boutique pizzeria renowned for its eccentric flavor combinations and toppings, embarked on a rebranding journey to maintain their quirky essence while highlighting its artisanal expertise. Moving away from a playful moon-centric approach, the focus was on capturing the mindset of these imaginative artisans who create extraordinary pizzas that are out of this world. The copy played a crucial role in the rebrand, with pillar messaging aimed at conveying the essence of Moon Slice – from the 48-hour fermented dough to the unique personality of the pizzaiolos and the recipes they craft. An ode to Italy, the chosen typeface draws inspiration from old Italian typography in traditional way-finding signage. The color palette is a masterstroke in grounding and showcasing the brand’s maturity. The deep vine red and pale pistachio hues pay homage to the vibrant colors of Italy, evoking a sense of rich heritage and culinary artistry.