Doh Pizza Co

Doh Pizza Co. (or Doh Co), is an upcoming pizzeria based in Brooklyn, opening its doors in one of the most competitive pizza scenes in the world. The goal was to create a distinctive brand identity that would stand out while still feeling authentic to the craft of making great pizza. The brand needed to feel bold and modern, yet rooted in the care and attention that goes into every pie. They needed a visual identity that could immediately capture attention while remaining simple and memorable. The brand had to reflect the personality of the shop; confident, approachable, and craft-driven while also being versatile enough to work across signage, packaging, and merchandise. The design process focused on balancing modern simplicity with a handcrafted sensibility. After exploring multiple directions, the identity ultimately centered around a custom type treatment designed to express Doh’s bold personality while subtly referencing the artisanal nature of the product. Every detail was considered to ensure the identity felt intentional, scalable, and recognizable. The system was built to work seamlessly across storefront signage, packaging, and digital platforms, giving Doh a cohesive and memorable visual presence. Beyond the core identity, the project also included a range of supporting brand elements. Custom illustrations were developed (with more to come!) to add personality and visual storytelling to the brand, while a merchandise line allowed the identity to extend beyond the restaurant itself.