Upwey Pizza is a family-owned pizzeria located in uptown Melbourne, Australia, and has been a local favourite for many years. Known for its delicious pizzas, lasagnas, and warm customer service, the shop is cherished by the community. However, the business faced challenges with its outdated logo and a lack of brand consistency and recognition. They needed a rebrand that celebrated their rich family history while creating a modern, cohesive identity to connect with both long-time customers and new visitors.
The rebrand was designed to honour the family’s history, particularly their father, who still works tirelessly in the shop making their iconic dishes. A custom hand-drawn icon was created, combining a welcoming and friendly aesthetic with a deep sense of heritage. This updated identity brought consistency across all touchpoints, ensuring Upwey Pizza stands out both in-store and online while staying true to its local roots.
Developed a full brand identity package, including hand-drawn icons, a custom font, a thoughtfully chosen colour palette, and bespoke patterns created from custom illustrations. This cohesive visual system was applied across in-store signage, packaging, and online platforms to unify and elevate the brand.
Designed and built a modern, mobile-friendly website that reflected the fun and approachable nature of the brand, ensuring an engaging and seamless customer experience.
Created a suite of branded social media graphics to ensure a consistent and engaging tone across all platforms.
