Wood Fired Pizza
On The Go
Smelted Pizza
OVERVIEW
The Ultimate Wood Fired Pizza Experience
An up-and-coming brick oven pizza company on a mission to deliver the ultimate mobile wood-fired pizza experience for consumers, Smelted makes high-quality, ready-to-eat artisanal pizza in 90 seconds from its first-of-its-kind wood-oven mobile food truck. The original company name – Copper Crust Co. – and branding failed to capture the essence of its over-arching story as a fun, playful pizza-maker using farm fresh ingredients. Building on the company’s core attributes – creative, speed and artisanal – OffWhite approached the new design with a bold, playful mindset and suggested a company name change, “Smelted”, to better reflect its cool, hip vibe as it targets the thriving local craft brewery market.
The new concept includes an edgier logo, whimsical characters to denote each unique pizza flavor and new tongue-in-cheek flavor names. By engaging the audience at all touch points using humor and combining brand elements in exciting, yet unexpected ways, OffWhite transformed the new brand and name, and helped create a booming business that is poised for future growth.
PRODUCTS
Packaging
Frozen Pizza
Pizza Food Truck
SERVICES
Market Research
Strategy & Positioning
Naming
Branding
Illustration
Packaging
Truck Wrap
Uniforms
Stationary
Branding
LOGOTYPE
A new name and logo, reminiscent of The Rolling Stones band logo, was created to tell the company’s brand story in a fun and exciting way that resonates with customers, the majority of whom are young and hip between the ages of 18 and 45 . The large, red, smiling mouth is salivating as tasty ingredients melt on its tongue. The new design direction uses bold red and black colors to convey the idea of red pizza sauce with a strong pop, delivering a premium tonality.
FLAVOR ILLUSTRATION
The newly-named pizza flavors are playful – such as Goat Yoga (goat cheese and fig), Dirty Martini (green olives), and Forest Floor (wild mushrooms and organic sprouts) – and each one is accompanied by a graphic flavor icon that is edgy, humorous and visually appealing.
Brand Story
OffWhite’s strategy was to develop a holistic brand story that would clearly express the brand and its virtues across all touch points, from the pizza boxes and mobile trucks, to the promotional apparel, including caps and t-shirts, to business cards.
Pizza Boxes
Frozen Pizza
Food Truck
Brand Collateral
