Collage is a pizza place dedicated to young artists and people who enjoy art and good company.
The idea was to create a dynamic brand. To make something that appeals to the target audience (and us), but doesn't feel condescending and out of touch.
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It started with the idea of the pizza itself. Since the crust often feels like the most neglected part of the whole, we figured we can dedicate a part of the box for dips for the crust alone, and have that bit not feel like leftovers.
Once we thought about the action of tearing apart crust from slice, we thought about applying that action throughout the experience.
Tearing and taking apart became our leading idea. Once we combined the idea of making the place for artists, the real idea came along – artworks right on top of the box. Each box will display an artwork by a local artist and will be easily tear-able so once the box is done with, the artwork can be kept as a collectible.
Artwork on the box: Hadas Haimovich
Each month a new artist will "take over" and design the next cover, and so each artwork will become a timed collectible.
Once we had the idea, the thought of a logo came along. Though quickly it became clear that for a brand that is all about changing its face each month, it can't be contained by one logo alone. And so we figured – Each hosted artist will design not only the box, but the brand's logo for the coming month.
It became clear that this is a brand that can't have one concise logo, and so the many became the one. Each logo designed joined the whole, and each designed logo joined the pattern that created the visual identity of a Collage.
After the groundwork was done, we went into production. To illustrate the idea of how the brand can live in the real world, we created a "slice" of the real place – A power-wall filled with comic book imagery, t-shirts with artworks and their respective logo, placements, comic books sold in shop, stickers that come with each box, and a CRT TV rolling a teaser video representing the brand.
Special thanks to Hadas Haimovich, our guest artist that made an artwork and its respective logo.
