VAL’S PIZZA

Made from the heart to be savored by the senses.

Like coming home.

OVERVIEW

Partners in life and pizza, Chef Val Markel, wife Erin, and daughter Norma launched Val’s Pizza from their home. A decade in the making, Val’s is premised on inclusion, promoting a modest, familiar and intimate experience.

In preparation to launch the brand full time, Val’s Pizza engaged us to establish the brand strategy, visual identity and photography standards.

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Inspired by our favorite family recipes, Val’s Pizza prepares comforting pizzas, sandwiches, sides and sweets sourced from the freshest Michigan produce and imported special ingredients.

Enjoy in good health!

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BRANDING

The branding was defined by a natural and feminine palette, handmade textures, and a maternal tone of voice. We were inspired by Michigan summers and the natural aging process of rich, sun-kissed materials.

Identity System

Primary Mark - Vertical

Primary Mark - Horizontal

Badge

Digital

PHOTOGRAPHY

In opposition to the muted logo palette, we wanted the photography to be bold and flavorful. We achieved this through shooting only with natural lighting, high contrast and saturated photos, and focusing on the boldness of light versus shadows. We also determined that brand photography should be taken from the point of view of the cook, primarily candid, and staged photography should be within the scene rather than a studio setting.

The framework established will allow the brand to grow, invite a variety of photography collaborators, and bring the personality through the pictures in promotions.

Project Archive