Old Scratch Pizza had a brand identity developed, launched in 2016, and saw a lot of growth after a few years. Upon opening their second location, Old Scratch had ambition for more. Their business and story have evolved and continue to. The previous look and feel captured the wood-fired nature. It felt typical of pizza... red + black. But, the visual tone was missing their Midwesternly Neapolitan uniqueness. The high-quality, uniquely, and creatively crafted menu, the industrial hardworking spirit of the Midwest, etc. The new look also needed to be easier to extend to more locations. The existing logo was smart and well-crafted. The name was iconic. We used that base to create a full identity system and messaging that made Old Scratch feel more unique in the pizza world.
Since the refresh, Old Scratch has evolved as a brand. More locations, more marketing efforts, better web presence. They have started to develop in-store products and bi-annual merch collections that we also help them with. Old Scratch is highly popular in the area and keeps growing and expanding.
