Brand identity and guidelines Client work

Crust & Crown

A pizza accessories brand that needed a mark strong enough to survive a screen print, a product label and a marketplace avatar.

Sector Pizza accessories
Services Strategy · Identity · Guidelines
Year 2025
Status Client work, delivered

The brief

Crust & Crown make accessories for people who take pizza seriously at home: stones, peels, cutters, gloves. The products were good and the presentation was not. Nothing tied the range together, and on a marketplace listing the brand disappeared behind the product photo.

The identity had to work in three awkward places at once: screen-printed on apparel, printed small on packaging, and reduced to a circular avatar. It also had to be handed to a team who would apply it themselves, with no designer in the room.

Bring out the royalty in every pizza lover. Then make it survive a t-shirt.

What we did

The system, in short

Three colours, two typefaces and eight documented sections. Small enough that a team of three can apply it without asking, specific enough that they get it right.

Palette

Black

HEX
#313638
RGB
49, 54, 56
HSB
196°, 12%, 21%

White

HEX
#FAF9F6
RGB
250, 249, 246
HSB
43°, 1%, 98%

Red

HEX
#E3292C
RGB
227, 41, 44
HSB
358°, 81%, 89%
Primary pairing #FAF9F6 · #E3292C
Secondary pairing #313638 · #FFFFFF

Typefaces

Primary

Baligo

Display and logotype. A brush hand that carries the enthusiasm of the brand and holds together when it is printed large.

Secondary

The Bold Font

Headings and packaging copy. Heavy geometric caps that stay readable at label size and on a curved surface.

Guideline contents

  1. 1.0 Brand Overview
  2. 2.0 Logo
  3. 3.0 Logo Usage
  4. 4.0 Colors
  5. 5.0 Typography
  6. 6.0 Imagery
  7. 7.0 Icons
  8. 8.0 Mockups
Cover and contents
Logo construction and monogram
Clear space and minimum sizes
Do and don't
Colour and typography spreads
Icon set and apparel mockups

How it was done

  1. 01 Step 01

    Writing the brand first

    Vision, mission and core values were agreed before anything was drawn. Quality, innovation, customer satisfaction and passion became the four things every later decision was checked against.

  2. 02 Step 02

    Drawing for the hardest surface

    The wordmark was drawn for screen print before anything else. Hand-drawn letterforms that survive a t-shirt survive everything smaller and everything larger.

  3. 03 Step 03

    Reducing to a mark

    A full wordmark does not work as a marketplace avatar, so a crown monogram and a CC mark were drawn from the same hand and tested in five colourways on light and dark.

  4. 04 Step 04

    Writing the rules down

    Every rule that got argued about during the project went into the guidelines, including a do-and-don't page built from mistakes we had already caught.

Handed over

Everything below is owned outright, in editable and print-ready formats, with the source files.

  • Brand overview: vision, mission, core values
  • Primary wordmark with crown
  • Crown monogram and CC mark
  • Clear space and minimum size rules
  • Do-and-don't usage page
  • Three-colour palette with hex, RGB and HSB
  • Primary and secondary colour pairings
  • Baligo and The Bold Font specimens
  • Pattern sheets in three colourways
  • Ten-piece icon set, light and dark
  • Apparel artwork and mockups
  • Full eight-section brand guidelines
Next project

Ardal Coffee Roasters

A roastery moving from wholesale into retail, and an identity that had to survive a bag.

Tell me what
you're building

A few lines about the business and what you need is enough to get started. Small businesses are what this studio is built for, and you will hear back from me, not a sales team.

Start a project Prefer email? hello@shapemyvisuals.com