01.
OBJECTIVE Citizen Pie is a popular pizza place located in Cleveland, Ohio. The build-your-own-pizza style pizzeria is the product of many years of dreaming for Lithuanian owner Vytauras Sasnaukas. After growing up in the Cold War with few options for food, Sasnaukas (known as "V" by his comrades) excelled at creating masterpieces out of few strange ingredients. Citizen Pie allows him and his customers to create quirky creations that cook in 90 seconds. The slogan for their pizzeria who claim themselves as the Pizza Revolution is "Pizza for the People." While their current mark is descriptive of this revolution, it reads a bit clunky and needs to be modernized.
02.
APPROACH The new marks for Citizen Pie needed to emphasize the quirkiness of the restaurant and give it a more contemporary feel. To do this, I used a brush tool to create hand lettering that was imperfect in order to represent that it was all about "the people." The hand lettering was used to create two different mark options for Citizen Pie that both breathe new life into the small business without taking away from the qualities that make it one of the most unique places to visit in Cleveland.
03.
MARK REFRESH The marks above (from left to right) include the current mark for Citizen Pie, followed by my first and second solutions for new marks. As I stated above, the marks both showcase unique hand lettering that is used to reflect on the slogan of "pizza for the people." The new marks are simplified versions of what the original mark is trying to say. They are easy to read and still carry a great amount of meaning with them.
04.
PIZZA BOXES Above are two images showing what the pizza boxes that Citizen pie pizzas are placed in could look like using either of the two final new marks. The sleek black and white designs allow the marks to show their unique design without being overbearing.
05.
IN USE The images above are simply to show the possibilities of what one of these marks could look like in use. On the left is an example of that mark being used on a store sign in the front window, and on the right is an example of what could be store merchandise or part of the employee uniform.
