Designed by Adam Stott (Freelance) with Freelance

Photography: Andrew Ally

Categories: Print / Identity

Industry: Commercial

I was approached by the owners of STONE to create a visual identity their new Neapolitan style pizza restaurant in the heart of Stoneybatter. This project covered all visual aspects of their business from name generation and identity through to menus, business cards, uniforms and their launch website.

The name, and subsequently the wordmark, was developed to reinforce the connection to Stoneybatter whilst also hinting at the stone base on which their fired pizzas are made.

Inspiration for the design came from observations of “ghost signs” from businesses long closed in the Stoneybatter area. Further research into the strong wordmarks from traditional Italian pizzerias and trattorias at the turn of the 20th century helped inform and develop the identity.

A simple logomark was extracted from the identity to further reinforce and hint at the idea of a pizza over a stone. This device is then used as a subtle branding detail on selected ephemera.