Coalition is a simple identity for a pizzeria mixed with hidden details. Our initial concepts were created in a 24-hour design sprint by the studio.

Coalition is a traditional pizza concept brought to Johannesburg for the first time. Neapolitan pizza is made from 00 flour raised over two days. Topped with a crushed fresh tomato base and homemade mozzarella. Which is put in a special oven to cook for 60-90 seconds.

The challenge was that the pizzeria was created as a way to hide a secret cocktail bar behind. Our brief was to brand the pizzeria in the most cost effective way. We designed a simple type mark with a simple icon. The icon is a combination of a keyhole, a slice of pizza and the “O” from Coalition. The keyhole hints at the hidden cocktail bar Sin + Tax. Additional pizza slice flourishes were added to the type mark to make it unique to coalition. We created signage, menus, uniforms and stamps to brand pizza boxes.

“The greatest secrets are always hidden in the most unlikely places.” A Roald Dahl quote was used to allude to the hidden bar and the new experience you are about have when you try the Neapolitan pizza.