Fast Casual Restaurant Branding & Naming
Rize Artisan Pizza
Pizza brands are a dime a dozen mainly because focus begins and ends on the pizza. So when we were approached by the visionaries of a restaurant that would become known as Rize, we were intrigued by their idea and vision for a pizza brand that would empower the world around them. We were challenged to help make that vision a reality.
- Create a brand founded on passion for greatness
- Establish a tone of voice that would empower and inspire people inside and outside the organization
- Set the framework for a visual and verbal language unique to the brand in a saturated vertical: pizza
Trying to own “the best pizza” was an exercise in futility. We knew that and so did the client. We had to dig much deeper into the essence and passion of the figurehead leading the charge. Only with his indelible dedication to the brand’s true passionate purpose would this brand launch and grow with natural gravitas. We knew that he was competitive and unafraid to challenge folks to be the best they can. An empowerer with a love for pizza.
It was important to not lose the power of the pizza in the messaging, so we needed to connect it with those passions. We found that connection in the award-winning recipe, and different flavor profile than most have experienced.
We identified the fuel that was driving this project forward and put it into a concise statement that others would remember, and – most importantly – adopt. “Good enough isn’t good enough. Be bold and relentless in your craft.” This was the line that became the mantra and lens for everything in the company.
From that statement we went through a rigorous naming process that resulted in multiple viable names that would “live” the brand’s core. “Rize” quickly rose the top with the group for many reasons from the obvious to the unexpectedly colloquial. “Rise up” is Atlanta Falcon’s slogan, and one that taps into the roots of Atlanta’s history and future.
The name gave the team the opportunity to craft a unique brand logo based on a semi-nostaglic, yet forward-thinking typography. The brand type seems simple at first glance, but in the whitespace exists a slice of pizza pointing onward and upward. That slice is branded with an exclamation point to add a loudness to the look that would also be threaded throughout the brand’s tone of voice and other visual touch points.
The Vigor team packaged up the brand’s multiple brand elements from typography and color selections to secondary brand elements like icons, logos, and text treatments. We equipped the team and their partners with the tools to continue their pursuit of greatness.