Urban Crust is a unique new pizzeria in Parkwood, Johannesburg which serves speciality wood-fired pizzas, pastas, salads, gnocchi and sweet treats, taking pride in going back to basics while maintaining a high quality of food using simple ingredients. 

The Urban Crust experience goes beyond genuinely good food, complemented by a relaxed, open and comfortable environment with large open windows which transforms into a seamless dining experience by allowing the outside, in. Circle’s challenge was to create a brand identity and visual language that clearly differentiates this pizzeria from other well-established pizza eateries in Johannesburg, while staying true to the brand essence of ‘simplicity’. 

The name Urban Crust inspired the tone of voice for digital and packaging communications that could communicate messaging such as ‘crust your gut!’ and ‘crustworthy’.

The unique, simple shapes illustrated in the logo are inspired by the restaurants’ initials, ‘U’ and ‘C’, which were applied across various collateral and used as information holding devices. The black and white colour palette is primarily influenced by a typical urban landscape with black roads, bright lights and cityscapes. 

The visual language was used across all stationery, signage, uniforms, website and print collateral. This distinctive visual language and identity will continue to welcome patrons to this one-of-a-kind pizzeria for decades to come.