Gracey’s Pizza

Developing a consistent brand system for London’s favourite, Gracey’s Pizza.

Various slices of pizza with toppings like pepperoni, basil, and grated cheese on a tray at Gracey's Pizza shop.

James and Gracey over the years had always been getting in touch to make a shirt for them or a design for their pizza boxes and the timing was unfortunately never right. When they got in touch at the start of the year, they explained how they needed a more cohesive brand as they were expanding throughout the UK. This time around the timing was perfect and we looked at how we could make the Gracey’s brand stronger, deeper and more consistent.

The established brand already had some strong elements that we wanted to keep, mainly the cursive logo and some other things we thought could be built on.

We introduced a Sans logo for Gracey’s which is bold and can be used across applications that have more/specific real estate where the cursive logo didn’t work so well. We also built on their previous colour palette, introduced a typography system as well as a library of illustrations for merch and digital use.

SERVICES

Brand System

Illustration

Packaging

Uniform

Social Media suite

Gracey’s Website

A person wearing a red cap and gray T-shirt working in a commercial kitchen, surrounded by kitchen equipment, containers, and utensils.
A pizza on a metal tray with a thin, slightly charred crust, topped with tomato sauce, mozzarella cheese, cherry tomato slices, and fresh basil leaves.
Comparison of two logos, one in cursive reading 'Graceys' in red, and the other in sans-serif reading 'GRACEY'S' in bold red.
Person wearing a white Grimacy's Pizza t-shirt and a green cap, working behind a kitchen grill. The t-shirt has a graphic image of a pizza shop storefront and address details.
Line drawing of a woman holding a bowl of strawberries, wearing a dress and standing on a shadow, with text indicating a new mascot named "Gracey."
Sign for Gracey's Pizzeria with storefront illustration, address 339 Watford Rd, Chiswell Green, St Albans, phone number +44 1727 858841, and an open sign.
Reheat instructions for Gracey's Pizza on a green background: preheat oven to 180°C and bake for 3 minutes.
A slice of pizza with pepperoni, cheese, and tomato sauce, garnished with basil leaves on a paper plate.
Patterned paper with repeated 'Gracey's' logo in red, along with the text 'East coast inspired baked in London'.
A person wearing a green cap with a football club logo and a white T-shirt with 'Gracey's Made in London' written on it is holding a plate with two slices of pizza. One slice has pepperoni and the other has tomato, basil, and cheese.
A series of restaurant advertisements from Gracey's featuring different food options, including pies, pizza, and delivery services, with colorful and bold text and illustrations.
Close-up of a sign with large white text on a dark green background, listing various food ingredients such as red sauce, vine tomatoes, garlic, and Parmesan cheese.
Color palette chart with color names and RGB, hex, and CMYK codes over a pizza with green background.
Close-up of two signage templates showcasing different fonts, colors, and styles for text design and typography, including main font options in green, and alternate serif fonts in orange and red.
Two pizzas on a table, one with cheese and a second partially visible with toppings, with salt and pepper shakers, and a small bowl of green olives, in front of a green wall with the words 'Gracey's' in large white letters.