London Pizza Depot

London Pizza Depot is your local no frills, quick fix, Friday night takeaway (or maybe a Monday…let’s be honest, times are hard). Offering an easier-than-pie, budget-friendly trip across the world without having to leave your house.

More for ‘couch surfers’ than the actual surfers, London Pizza Depot appeals to your wanderlust and tastebuds with speciality combinations honouring the tastiest food cultures from around the globe. Are you the crazy, chicken tikka maverick or the safety dancing, normcore, margharita fan. You do you, no judgement here.

Being the ever expanding company London Pizza Depot is, it needed an identity with the flexibility to be able to grow with the business. Taking inspiration from the modularity of containers stacked in a shipping yard and boxes slotted onto depot shelves, it locks up to postal codes, phone numbers and web addresses, it shrinks, it abbreviates and it interacts with a dynamic brand language. The brand architecture is expressed seamlessly across its locations.

The primary typeface is ultra condensed to reflect the brand's bold and upbeat tone of voice, it is inspired by the kind of industrial typography found on shipping containers, but with a contemporary twist. It is paired with a blocky, expanded font that’s all-business, and is employed to deal with the practical side of the job. The colour palette is all about indulgence and curiosity with a rich, double-cheese yellow, a dark and leafy spinach green, and a charming, pale, breath-of-fresh-air, baby pink. Gooey and freeform, pizza-inspired graphic shapes increase the comfort factor and add some visual deliciousness to the brand language.

Each pizza has been on a journey by the time it hits the depot and their last stop is straight to your door. The playful and chatty packaging reflects each pie’s own unique personality, from the small and shy, to the loud and proud, they’re always happy to see you. It’s what they were born to do!