- Branding & Identity
Emmy Squared, by Chef Matt Hyland, is a contemporary chain of Detroit-style pizza joints and the home of one of the best double-stacked cheeseburgers in America. We were tasked with selecting a color and font kit, creating a new set of pizza and burger characters and developing new menus, collateral, and business cards.
Having opened its first location in Williamsburg, Brooklyn back in 2016, there was an innate hipness to the brand. Understanding that our client’s aspirations were to grow their offering to the national level, we wanted to create a branding kit that was scalable while also being reflective of their Brooklyn background. For the pizza and burger characters, we employed a simple, unpolished line drawing style that felt like sketches in a notebook. Playful and a bit outlandish, the characters were informed by the menu items themselves — think slices of pizza eating burgers or burgers drinking cocktails. The contrasting clean font kit and color palette made for an overall aesthetic that felt modern and dialled in while still embracing a bit of fun.