Hell's Kitchen Pizza brand book

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REBRAND HELL’S KITCHEN PIZZA


HELL’S KITCHEN PIZZA

IS

REVOLUTIONARY JESTER PASTICHE CONSTRUCTIVISM NEW YORKER MODERN DYNAMIC BOLD GEOMETRIC

IS NOT

CONVENTIONAL BORE PARODY IMPRESSIONISM ITALIAN OUTDATED BORING SHY ORGANIC

STRONG

WEAK

STRAIGHT

WAVY

FRIEND

BOSS


HELL’S KITCHEN IN NEW YORK


HELL’S KITCHEN

A neighborhood of Manhattan in New York City between 34th street and 59th street, from 8th avenue to the Hudson River The area provides transportation, hospital and warehouse infrastructure support to the Midtown Manhattan business district The name, Hell’s Kitchen, was first appeared in print, New York Times, on September 22, 1881 In the 19th century, it was characterized by poverty, gangs and rows of slum tenements Hell’s Kitchen is home to Restaurant Row; Ninth Avenue is noted for its many ethnic restaurants


MYTHOLOGICAL ARCHETYPES OF HELL’S KITCHEN PIZZA


REVOLUTIONARY Revolutionary individuals are most fulfilled when they can change something that they feel needs to be changed. Often unconventional thinkers who can develop new, cutting-edge approaches, they enjoy challenging the status quo and motivating others to think differently. They’re usually excited and challenged when they can take on tried-and-true methods or ways. Revolutionary organizations often are very successful at developing truly radical ideas, products, and services; leading reform of all kinds; and/or serving as the contrarian voice in debates.

JESTER Jesters are most fulfilled when they can use their ingenuity and wit. Naturally playful, spontaneous, and humorous, they enjoy light-hearted truth-telling and can motivate others to see the value of fun. They’re usually excited and challenged by opportunities to lighten up stressful situations. Jester organizations usually are successful at brainstorming and thinking outside the box; finding clever ways around obstacles; and having fun while getting work done.


INSPIRATION



LOGO SKETCHES



LOGO VARIATIONS



LOGO



BRAND SYSTEM

REFERENCE

COLOR SYSTEM RED 50%

BLACK 30%

WHITE 20%

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PRIMARY TYPEFACE : Customized typeface

SECONDARY TYPEFACE : Letter Gothic Std Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 @ $ &

TERTIARY TYPEFACE : Russian A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1

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GUSTAV KLUTISIS’ EVERYONE MUST VOTE



NIkolAI PruSAkov’S THE MAN of fIrE 212 765 8565 hell's kitchen pizza hellskitchennyc.com 691 10 ave nyc



AlExAndEr rodCHEnko’S THE SIxTH PArT of THE world




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PIZZA BOX INSPIRED BY EL LISSITZKY’S RED WEDGE



PIZZA BOX INSPIRED BY ALEXANDER RODCHENKO’S RUSSIAN CONSTRUCTIVISM



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INVITE YOUR FRIENDS


http://hellskitchenpizzanyc.com 691 10th Avenue, New York, NY 10036

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MOBILE APPLICATION


BACK

NEXT

ord

er MUSHROOM

JALAPENO

PINEAPPLE

CHEDAR

SPINACH

OLIVE

BACON

ck

After picking all ingredients that you want, drag the slice into the devil mouth in order to check out.

che

Make your own style pizza by picking toppings that you want. Pick what you want and place them on the red slice.

out

PARMASAN


LOADING


BACK

NEXT

ord

er MUSHROOM

JALAPENO

PINEAPPLE

CHEDAR

SPINACH

OLIVE

BACON

Make your own style pizza by picking toppings that you want. Pick what you want and place them on the red slice.

che

ck

After picking all ingredients that you want, drag the slice into the devil mouth in order to check out.

out

PARMASAN

BACK

NEXT

cou

pon NEXT

TIME

To get a free slice pizza of HKP, spin the roulette by touching the white dot on the red circle.


WEBSITE




K

AN

TH U

YO


N EU DA KO


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