KRUSTA.
A new pizza restaurant in Amsterdam presented us with the challenge of creating a strong naming concept and visual identity that would reflect their vision of delivering an authentic Italian pizza experience in a sophisticated, edgy, playful, and chill way.
Our strategy involved conducting in-depth research on Dutch eating habits and brainstorming with Marialena Gousiou, my invaluable partner. Collectively, we uncovered a universal truth: the crust is the essence of an exceptional pizza. It's the distinguishing factor between a remarkable pizza and a mediocre one, providing that irresistible, crispy texture we all crave with the first bite. "Crusta" (or "Krusta" in transliteration) signifies more than just the outer layer of bread or pizza; it also embodies a protective shell or a snug, inviting space for relaxation.
Hence, Krusta emerged as the quintessential name to represent the ultimate haven where patrons can indulge in authentic crispy-crust pizza, signature cocktails, and a refined ambiance, generating an electrifying buzz within Amsterdam's dining scene.
But our mission wasn't complete.
Upon receiving the client's approval for our naming and tagline proposal, we recognized the potential to further develop this concept. Collaborating with Specter Design Agency, we chose to base the entire visual identity on the sound of biting into the crust and its frequency variation.
Fueled by curiosity and creativity, we crafted an #audioreactive application that morphed the logo and yielded intricate typographic compositions in harmony with the ambient acoustics. Employing creative coding within an inclusive environment, we transformed the production of multiple applications – from packaging to filters – into a boundless creative pursuit.
The outcome? A distinctive and captivating brand experience that not only delivers delectable pizza but also orchestrates a multisensory adventure for customers, uniting sound, taste, and design in perfect synchrony.
Team
Agency: Specter Design Group // Creative Director: Spyros Margetas // Art Directors: Giorgos Fyllis // Project Coordinator: Theodora Karataidou // Sound Coder: Athanasios Katsougiannis // Brand Strategists & Creative Copywriters: Marialena Gousiou & Me