April 2022 |
Naming and brand identity for oven-baked pizza business in Leicester, UK
The Brits love for dining has been a staple in the culture, the diverse range of food from all over the planet has been in one way or another altered by the British consumer food industry. Pizza without an exception has its special slice in the UK. The love for Italian cuisine has made pizza one of the most adored foods in Britain. With heavy competition in the market and with some of the most loved and trusted brands in the UK, Trokit had a goal of making Casba’s a memorable and modern brand.
Sitting in the heart of the Leicester suburbs, Trokit’s mission was to develop an identity that the family business could be proud of representing in the local area, as well as translate their brand into digital and compete in the online landscape.
Trokit embarked on the idea that we had to manifest the modern feel of pizza in the 21st century, but capture the historical aspects of pizza baking. With this objective in mind, the team at Trokit fused the brick oven elements and Kasbah. Kasbah is an old word used to describe ancient civilisation pedestrian cities, some of which are still around such as the ones in North Africa, and in the oriental world. This made for a fitting name for the company, however, TROKIT altered the ‘K’ to a ‘C’ to fit the westernised pronunciation of the word.
The brick oven is and will always be a prefered Italian method in pizza baking. The truly authentic way of baking Pizza is usually renowned to provide the best-tasting Pizza and the brick oven provides a crusty base for the pizza which is considered one of the most important factors to judge whether a pizza.
With this, a logo and brand identity started to emerge. The arch of the top half of the brick oven is dubbed with the arch of the Kasbah architecture, designed into a symbol that also resonated with pizza slices as well as resembling the two main concepts. Then, TROKIT saw that the recipe was there to begin the package design that connected the logo using the chosen colours, red, brown, green and black. The brick background texture supplied the designers at TROKIT the pathway to develop packaging that would look visually engaging for Casba’s customers.
