Deliveroo Editions
Services
Branding, Design, Illustration
Problem
Deliveroo sought to launch original, delivery-first restaurant brands that could operate exclusively from its kitchens. The challenge was to create a concept that felt credible and distinctive in a saturated pizza market, while building immediate trust with customers who had no physical touchpoint with the brand.
Wordmark
Solution
I developed the brand identity for Knead Neapolitan Pizza, grounding it in the craft and ritual of traditional Neapolitan pizza-making. The visual system centred on a minimalist wordmark designed to communicate restraint and authenticity. Packaging became the primary storytelling surface: custom illustrations mapped the step-by-step pizza-making process, reinforcing heritage and care. The result balanced heritage with a contemporary edge, giving the brand clear differentiation within the delivery space while maintaining an air of legitimacy and craft.
Packaging
Illustration