Create a brand that is design-driven and solely focused on the importance of experience and service
&pizza had a specific mission in mind when approaching JWALK - to serve up not only food, but also an experience based around their pizza, people and locations. &pizza needed to stand out in the fast casual food category by straying from the generic and creating a brand and an environment that was welcoming to customers and the internal team alike. They were searching for a way to keep themselves and customers excited about what they were doing. JWALK’s task was to create a unique culture that took &pizza’s brand and turned it into a lifestyle.
JWALK created a cohesive and unique brand narrative for &pizza that is evident at every touchpoint - from the store itself, to the pizza boxes, and the ’tribe’ of employees who work there. &pizza’s culture and value system is amplified through the use of thoughtful design and storytelling. Each location incorporates aspects of the surrounding neighborhood with &pizza’s brand elements to create a localized brand experience.
JWALK also divided the brand into two key segments - the “&pizza” brand which consists of the print, digital, and brick-and-mortar experience, and the “&” lifestyle. The lifestyle aspect goes beyond the culinary experience, whether it be the apparel line designed by JWALK or the charity experience ‘&’ offers by donating one pie of pizza per each box purchased. JWALK did not just create a brand identity, but an internal and external tribe.
The chain has now expanded to 17 locations and is expected to open two more within the year. JWALK continues to work with &pizza as they grow the "&" brand into other categories such as drinks and snacks.