hell's kitchen pizza brand book

HELL’S KITCHEN

PIZZA

REBRAND

HELL’S KITCHEN PIZZA

REBRAND HELL’S KITCHEN PIZZA

HELL’S KITCHEN PIZZA

IS IS NOT

REVOLUTIONARY

JESTER

PASTICHE

CONSTRUCTIVISM

NEW YORKER

MODERN

DYNAMIC

BOLD

GEOMETRIC

STRONG

STRAIGHT

FRIEND

CONVENTIONAL

BORE

PARODY

IMPRESSIONISM

ITALIAN

OUTDATED

BORING

SHY

ORGANIC

WEAK

WAVY

BOSS

HELL’S KITCHEN IN NEW YORK

HELL’S KITCHEN

A neighborhood of Manhattan in New York City between 34th street and 59th street, from 8th

avenue to the Hudson River

The area provides transportation, hospital and warehouse infrastructure support to the Midtown

Manhattan business district

The name, Hell’s Kitchen, was first appeared in print, New York Times, on September 22, 1881

In the 19th century, it was characterized by poverty, gangs and rows of slum tenements

Hell’s Kitchen is home to Restaurant Row; Ninth Avenue is noted for its many ethnic restaurants

MYTHOLOGICAL ARCHETYPES OF HELL’S KITCHEN PIZZA

REVOLUTIONARY

JESTER

Revolutionary individuals are most fulfilled when they can change something that they feel needs to be changed. Often unconventional thinkers who can de-velop new, cutting-edge approaches, they enjoy challenging the status quo and motivating others to think differently. They’re usually excited and challenged when they can take on tried-and-true methods or ways. Revolutionary organiza-tions often are very successful at developing truly radical ideas, products, and services; leading reform of all kinds; and/or serving as the contrarian

voice in debates.

Jesters are most fulfilled when they can use their ingenuity and wit. Natural-ly playful, spontaneous, and humorous, they enjoy light-hearted truth-telling and can motivate others to see the value of fun. They’re usually excited and challenged by opportunities to lighten up stressful situations. Jester organi-zations usually are successful at brainstorming and thinking outside the box; finding clever ways around obstacles; and having fun while getting work done.

INSPIRATION

LOGO SKETCHES

LOGO VARIATIONS

LOGO

BRAND SYSTEM

COLOR SYSTEM

REFERENCE

RED 50%

# ED2124

BLACK 30%

# 221E1F

WHITE 20%

# FFFFFF

A B C D E F G H I J K L MN O P Q R S T U V W X Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 @ $ &

A B C D E F G H I J K L MN O P Q R S T U V W X Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 0 0 0

PRIMARY TYPEFACE : Customized typeface

SECONDARY TYPEFACE : Letter Gothic Std Bold

TERTIARY TYPEFACE : Russian

INVITATION

GUSTAV KLUTISIS’ EVERYONE MUST VOTE

2 1 2 7 6 5 8 5 6 5h e l l ' s k i t c h e n p i z z ah e l l s k i t c h e n n y c . c o m

6 9 1 1 0 a v e n y c

NIKOLAI PRUSAKOV’S THE MAN OF FIRE

ALEXANDER RODCHENKO’S THE SIXTH PART OF THE WORLD

ENTRANCE

STORE

ENGAGEMENT

PIZZA BOX INSPIRED BY EL LISSITZKY’S RED WEDGE

PIZZA BOX INSPIRED BY ALEXANDER RODCHENKO’S RUSSIAN CONSTRUCTIVISM

PIZZA PLATE

DEPARTURE

BUSINESS CARD

' http://hellskitchenpizzanyc.com

691 10th Avenue, New York, NY 10036

212-977-1588

' http://hellskitchenpizzanyc.com

691 10th Avenue, New York, NY 10036

212-977-1588

MENU

BEVERAGES

SODA

1.25

coke / diet coke / sprite / orange

SNAPPLE

2

BOTTLED WATER

1

poland spring

TWO LITER BOTTLE SODA 2.75

coke / diet coke / sprite

WRAPS

CHICKEN CAESAR

6.5

chicken, lettuce, tomato, parmesan

BLT

6.5

bacon, lettuse, tomato, mayo

CLINTON

5.5

hot corned beef, pepperoni, onion

VEGGIE

6.5

lettuce, onion, olives, cumcumber

CALIFORNIA

6.5

chicken, roasted peppers,avocado

ITALIAN 6.5

pepperoni, ham, provolone, lettuce

BUFFALO CHICKEN

6.5

chicken, buffalo sauce, lettuce

NEW YORK STYLE

13

PEPPERONI

15

MARGHERITA

16

HELLFIRE HOT

17

MEATBALL PARM 17

MEAT LOVER

16

HEAVENLY WHITE

16

MAC & CHEESE

17

HAWAIIAN

16

PHILLY CHEESESTEAK 17

DEVIL FEAST

17

DEVIL COMBO

18

ANYTIME SPECIAL 3.50

TWO PLAIN SLICES ONE CAN OF SODA

carryout only

PIZZA

BEVERAGES

SODA

1.25

coke / diet coke / sprite / orange

SNAPPLE

2

BOTTLED WATER

1

poland spring

TWO LITER BOTTLE SODA 2.75

coke / diet coke / sprite

WRAPS

CHICKEN CAESAR

6.5

chicken, lettuce, tomato, parmesan

BLT

6.5

bacon, lettuse, tomato, mayo

CLINTON

5.5

hot corned beef, pepperoni, onion

VEGGIE

6.5

lettuce, onion, olives, cumcumber

CALIFORNIA

6.5

chicken, roasted peppers,avocado

ITALIAN 6.5

pepperoni, ham, provolone, lettuce

BUFFALO CHICKEN

6.5

chicken, buffalo sauce, lettuce

NEW YORK STYLE

13

PEPPERONI

15

MARGHERITA

16

HELLFIRE HOT

17

MEATBALL PARM 17

MEAT LOVER

16

HEAVENLY WHITE

16

MAC & CHEESE

17

HAWAIIAN

16

PHILLY CHEESESTEAK 17

DEVIL FEAST

17

DEVIL COMBO

18

ANYTIME SPECIAL 3.50

TWO PLAIN SLICES ONE CAN OF SODA

carryout only

PIZZA

EXTENSION

INVITE YOUR FRIENDS

http://hellskitchenpizzanyc.com

691 10th Avenue, New York, NY 10036

212-977-1588

YOU ARE INVITED TO THE HELL

You are invied to Hell’s Kitchen Pizza. Get a free small pie of our special pizza !

From.

To.

MOBILE APPLICATION

PARMASAN PINEAPPLE

CHEDAR BACON

MUSHROOM JALAPENO

SPINACH OLIVE

chec

k ou

t

order

Make your own style pizza by picking toppings that you want. Pick what you want and place them on the red slice.

After picking all ingredients that you want, drag the slice into the devil mouth in order to check out.

BACK NEXT

LOADING

PARMASAN PINEAPPLE

CHEDAR BACON

MUSHROOM JALAPENO

SPINACH OLIVE

chec

k ou

t

order

Make your own style pizza by picking toppings that you want. Pick what you want and place them on the red slice.

After picking all ingredients that you want, drag the slice into the devil mouth in order to check out.

BACK NEXT

BACK NEXT

coupon

To get a free slice pizza of HKP, spin the roulette

by touching the white dot on the red circle.

NEXT TIME

WEBSITE

THANK YOU

DAEUNKO