Branding

For Deliveroo Editions, I developed the identity for Knead Neapolitan Pizza—one of its delivery-first restaurant concepts. The challenge was to create a brand that felt credible and distinctive in a saturated market, without a physical space to build trust. I grounded the identity in the craft of traditional Neapolitan pizza-making, designing a minimalist wordmark that conveyed restraint, authenticity, and quality.

Packaging

With packaging as the primary customer touchpoint, I used it as a storytelling surface. I created a custom illustration system that that mapped the pizza-making process, reinforcing provenance and care while adding visual interest. The result balanced heritage with a contemporary aesthetic.

B2B

Alongside the consumer-facing brand, the identity was designed to support Deliveroo’s Editions model, creating a scalable, repeatable framework for launching new virtual restaurant concepts. The work needed to appeal both to customers and internal stakeholders, demonstrating how strong branding could drive differentiation and trust in a delivery-first context.