Saucey Pizza Bar - Restaurant Brand Identity & Creative Direction
Vici Lou Studio successfully crafted a unique brand identity for Saucey Pizza Bar, a brand-new Restaurant & Bar in New York. This project encompassed everything from designing the logo and brand identity to creating the website and packaging materials. Our primary goal was to develop a visual identity that radiates a captivating blend of fun, sass, and retro flair with a contemporary twist.
Defining “Saucey”
Before delving into the creative development process, our first step was to establish the brand identity, beginning with the name. The term “Saucey” holds various interpretations. Our interpretation of Saucey embodies boldness, freshness, forwardness, sassiness, fun, and sexiness. By defining the essence of the name, we were able to integrate these qualities into captivating visual elements that resonate with the brand.
Color Selection
The color palette for this brand draws inspiration from the iconic, timeless, elegance of Hermès. When choosing the tones and hues, I aimed to establish a distinctive, memorable, and bold signature look that captivates and remains easily identifiable.
Logo Mark
The design approach and thought process behind the logo mark aimed to differentiate it from typical neighborhood pizza spots. As the logo represents the brand's identity, our goal was to create a distinctive mark that captures attention, exudes sophistication, and triggers immediate intrigue at first sight.
Typography
After carefully assessing numerous fonts, we carefully curated and integrated two distinct typefaces. Our choice entailed pairing a handwritten script for the primary logo wordmark, "Saucey," with a modest display font for the subtitle, "Pizza Bar."
We found that the script font encapsulated the brand's voice, tone, and identity remarkably. The very sight of "Saucey" evokes a compelling and enchanting emotion that resonates effortlessly with our brand.
Packaging and Accompanying Branding Elements
After solidifying the Brand Identity, we delved into crafting the packaging, artwork, patterns, menu designs, and all associated branding elements. With a primary focus on the brand name, our aim was to produce a vibrant, dynamic, and visually captivating result.
For the pizza box interior, we conceived a design featuring the witty phrase, “I like it when you’re Saucey.” This clever tagline not only became the restaurant's slogan but also adorned interior wall signage. It has since proven to be immensely successful, creating countless Instagram-worthy moments.