MIDTOWN PIZZERIA & RESTAURANT
Design details
A refreshed logo, carried onto packaging
Midtown wanted to replace an older logo that felt dated and cluttered. We recreated the identity with a cleaner, more modern direction while retaining some familiar typography, then carried the refreshed branding onto the pizza-box design.
Project scopeLogo redesign & packaging
The design challenge
The existing logo no longer reflected the brand Midtown wanted to present. The brief was to create a more elegant, modern identity without losing every connection to the older design. Packaging also needed to make the restaurant recognizable across the lid and sides of the box.
The approach
We rebuilt the logo while keeping some elements of the earlier typography. The refreshed circular Midtown mark anchors the packaging lid; orange rays fill the surrounding space, while burgundy and green connect the box to the logo. Smaller versions of the mark repeat along the edges.
The finished presentation
The two mockups show the same design in different contexts: stacked boxes being carried and a top-down tabletop view. Together, they show the lid artwork and the branding around the box. These are packaging presentations, rather than photographs of an installed or manufactured result.
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