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A full visual identity for a new pizza restaurant in Brighton
A restaurant owner with several successful openings under their belt approached me to develop the visual identity for their latest venture - a pizza bar in Brighton, UK, designed for people seeking bold flavour, strong visuals, and late-night energy. The goal was to create a brand that would stand out in a busy urban food scene while remaining approachable and full of personality.
I led the creative direction, branding, and design rollout for Cheese Please; from visual identity and illustration to packaging and in-store collateral. I worked closely with the owner to capture the fun, cheeky personality of the brand while ensuring flexibility across digital, print, and physical touchpoints.
The goal was to create a visually distinctive and approachable identity for a contemporary pizza bar. The brand needed to appeal to a design-aware, food-loving audience in their 20s and 30s — people who value atmosphere, detail, and quality. The identity was designed to feel bold yet warm, drawing on the nostalgia of classic pizza places without leaning too heavily into tradition.
The wordmark was designed to feel bold and sticky — much like the pizza itself. Using exaggerated curves and a stacked structure, I wanted a brand that drips with personality. The accompanying illustrations were integrated into the mark to reinforce the gooey, indulgent tone of the brand.
The typographic system uses Titan One for titles and headings to create a bold, expressive tone, paired with Inter for a clean sans-serif that will maximize legibility at smaller sizes, especially in menu and packaging contexts.
The color palette features a saturated tomato red, pure white, and bold black — a high-contrast combination that enhances visibility across applications. Red was chosen not only for its strong association with marinara sauce but also for its nostalgic connection to classic pizza restaurant aesthetics, anchoring the brand in familiarity while feeling fresh.
Custom illustrations bring the brand to life with floating ingredient stacks, melty drips, and retro-style line work. These assets were designed to be modular and versatile — appearing on pizza boxes, signage, menus, and merch. The visual tone is playful but intentional, helping the brand stay fun without feeling gimmicky.
