OTTO
Logo, Visual Identity
Otto is a concept pizza brand built on a love of the craft and years admiring New York's independent scene, aiming for something the UK's pizza brands rarely get right: personality without the cliché.
The identity centres on a raised fist gripping a dripping slice, two fingers thrown up in a peace sign, a nod to the generosity that makes independents worth returning to. It anchors the tagline "Take a slice, pass it on." A low-key geometric wordmark pairs with the illustration to give the brand range, from chalkboard to pizza box to shopfront sign.
The system was built to stretch across every touchpoint the business would need, menu to packaging to staff tee, and hold together as one place throughout.
