Brand development


The mtv of pizza

The start of brand development for a future venture I hope to launch - Rad Pizza. Rad is a new pizza joint aimed at urban youth aged 18-24.

Rad is bold, cheeky and just a bit arrogant. The brand is edgy, colourful, vibrant, energetic, imperfect and experimental. It does not hold on to traditions, nor does it do the same thing for too long. The colours are bright, type is bold or hand-script. 

Rad Pizza aims to be the MTV of pizza. 

Rad does have values though. Sustainability is very important, as is a commitment to the local community. Rad pledges 20% of profits to providing quality meals for London’s homeless. Rad will also throw quarterly parties for London’s neglected teens, partnering with local youth centres and school programs.