Loco approached Kaizen Brand Evolution to create a contemporary brand identity, menus, website and interior graphics for their fresh new pizza place situated in the East Point Entertainment Village, Dundonald. Loco’s mantra ‘mad about pizza’ highlights their passion for great tasting, hearty pizza. Not just your run of the mill pizza joint, Loco aims to cater for the masses. No matter how you like your pizza fix Loco caters for groups, parties, children’s parties, take away, table service and walk ins all which are welcome come lunch or dinner. Boasting a range of non-pizza items such as burgers, wings, salads & dessert pizza’s they’ve got you covered whatever your preference.
With all things considered and the target audience identified we created a brand identity that is fun, engaging and a bit mad. Textured, disjointed type flows through the Loco brand reinforcing the strapline ‘mad about pizza’ and with the addition of a brand language sporting slogans such as ‘in pizza we crust’ we created a platform for an engaging tone of voice. The branding balances hand-made design and modern graphics successfully, establishing the business as the stand out Pizza offering in Northern Ireland. Our research and development into Pizza restaurant branding provided some obvious results such pizza illustrations and Italian themes. We wanted to create a brand that was unique and one that would stand out amongst the crowd. When you visit Loco you will not see an Italian flag or any cliché pizza illustrations featured in the interiors or menus. The owners came to Kaizen Brand Evolution to create something different, an identity that would stand the test of time and one that customers could easily buy in to.
As well as the new logo mark and brand identity for Loco we created all aspects of the brand roll-out for launch such as the menus, website (coming soon), interior way finding system, window graphics, social media posts, napkin designs, table toppers, loyalty cards, over-bags, pizza boxes, receipts, t-shirts and custom wallpaper for the interiors. Loco have a great understanding of the importance of branding and utilising the team at Kaizen Brand Evolution as their brand guardians. We offer this service to all of our clients and when it comes to rolling out branding we, as the creators of the brand can oversee any aspects of print and digital materials that may be needed.
A key element of the Loco brand is the new website which we are completing as I write this blog post. We have focussed on the user experience for the design of the Loco site, creating a one-page site where most content can be viewed through a scroll of the mouse as soon as you land on the site loco.pizza. Utilising the stunning food photography of Fergus Jordan at White Cloud Photographic we created the site with the vision of prioritising the mobile experience following research into the users preference when visiting restaurant sites 80% of which where viewed on mobile. This knowledge then sets the precedent for the likes of portrait imagery, clean, concise typography and user interface design that is visually engaging. We look forward to the roll out of the site across mobile and desktop in the up and coming weeks.
It was a pleasure working on the branding and roll out of Loco and as another hospitality brand features in the Kaizen Brand Evolution portfolio we are excited for the future of Northern Irelands eateries. From our experience branding some of the countries leading hospitality brands, Northern Ireland has so much to offer whatever your taste and Loco is certainly top of the list when it comes to Pizza!