Prince St. Pizza National Brand Buildout

Visual Identity

The goal for Prince St. Pizza was to take the rich history and personality of the original New York shop and build a brand identity that could grow with the business as it expanded from one iconic location into a national brand.

We created a full visual system including custom logos, typography, color, packaging, in-store design, and illustration. Custom artwork celebrating their famous pepperoni slice and the culture of Little Italy helped keep the brand rooted in where it started, while giving the team a flexible identity that could work across new locations, packaging, merch, signage, and everything in between.

Building the Brand

The result is a brand that still feels unmistakably Prince St. Pizza and unmistakably New York, just built to live far beyond Prince Street.Building the Brand

From there, we expanded the identity into a full visual system that could feel consistent wherever Prince St. Pizza showed up. New logos, signage, typography, and a refreshed color palette created a recognizable look that could translate seamlessly across storefronts, packaging, the website, and social.

The goal was to give the brand enough flexibility to feel fresh and playful across different applications, while making sure every touchpoint still felt unmistakably Prince St. Pizza. From a pizza box to an Instagram post to the sign above a new location, everything was designed to feel like part of the same world.