Pizza. Beer. Whiskey.
Brand Development + Web + Social Media + Print
Overview
At the Illinois Crafted Hospitality Group, I played a pivotal role in launching a new high-end pizza and whiskey concept in Sycamore, IL. The brand brief was traditional pizza tavern, a high-end whiskey concept, and a Midwest taproom ecosystem that flow together like a perfectly curated cocktail. My primary solution involved enhancing a logo and color scheme by Dane Male, transforming them into a unified brand identity for diverse platforms that mirrored the concept and existing branding. My tasks currently range from developing branded materials and a user-friendly website to designing print ads, pizza delivery mailers, and to-go menus. A highlight was creating the Pizza Beer Whiskey website, balancing the challenge of introducing a fresh brand with a minimalist approach. Through extensive research, close collaboration with owners, and attention to detail in web design, I effectively captured the essence of the brand vision, contributing significantly to its market presence.
Website
Site Map for Pizza Beer Whiskey.
The branding for Pizza Beer Whiskey was kept minimalistic. I optimized the site for both mobile and desktop screens to ensure users would have a great experience on the go and when searching the business on Google.
Social Media Management
In my first six months managing Pizza Beer Whiskey's social media, I organically grew our online presence quite significantly right out of the gate. This resulted in 700 new followers on Facebook.
Direct Mail Marketing
This direct mail campaign was strategically designed to boost awareness and drive customer traffic through enticing coupons. Recognizing direct mail marketing as a highly effective marketing tool, especially for local businesses, we leveraged it to maximize local impact. The mailer featured appetizing photographs of our diverse food offerings, drawing attention to the variety available. We implemented a meticulous tracking system using unique codes on the coupons and a QR code, enabling recipients to conveniently order from their phones and explore our menus online. This was sent out to over 3,000 homes within a 10-mile radius and improved sales by 15% for the month of November.
Photography
These photographs are utilized across various platforms, including our online menus, website, Google Business page, print advertisements, and social media channels.
Tri-Fold To-Go Menus
Front and back covers.
This trifold menu showcases my expertise in effectively organizing extensive information into a clear, easily navigable format. I implemented a refined typographic hierarchy and strategic information arrangement. The menu not only presents a vast array of options but does so in a manner that enhances readability and user experience.
Alternative Logo Design
As the business grew more established, management expressed a desire for a more community-friendly logo. In response, I developed a new design that cleverly 'connects the dots' from the original logo, which showcased three circles in a triangular formation. This approach resulted in a sleek, modern, downward-facing triangle, symbolizing a slice of pizza.
I retained the organic pizza dough-like circle from the original logo. This was to ensure that the design remained cohesive with the original branding, providing a familiar yet refreshed addition to the visual identity.
Social Animation
I crafted this animation in Adobe After Effects, transforming the existing logo into a dynamic digital asset. This animation was strategically deployed as a social media story and reel before the business launch. Its purpose was to generate excitement and create a buzz online, effectively building anticipation for the upcoming opening. This innovative approach played a key role in capturing the audience's attention and enhancing the brand's digital presence during a crucial phase of its introduction.