For a pizza place to feel ‘authentic’, that is, truly inspired by the pizza you find in Italy, there are a few typical visual cues that a consumer, for better or for worst, looks for. A color palette of red, green, white, and maybe black. Some lines of Italian somewhere on the packaging. Some indication of ‘craft’ or ‘family’ as a key differentiator. There is a fine line between the familiar and the unexpected, and it’s a hard line to walk with customers who have been trained to read these patterns. The Good Brothers Pizzeria, now being run by its third generation, wanted to saddle that line to move the restaurant’s brand forward without leaving behind the customers who had been with them for decades. Working with Antinormal, they took these tired tropes and revitalized them in new and interesting ways. Classic typography is interrupted up by a handwritten scrawl in the logotype. The classic Italian-flag palette is used masterfully in whimsical pizza-box illustrations, bounding with youthful energy to represent this generational shift. And the concept of family no longer means using nonna’s recipes and making no substitutions. It means three brothers, who really like pizza, working together to represent their experience as third-generation Italian-Americans in NYC in every pie they sling.
The Good Brothers Pizzeria Restaurant Branding by Antinormal.