In a market as competitive as Brooklyn, we had to make sure the image stood out appropriately. That meant making sure Piz-zetta did not look anything like a Mom and Pop, but still maintained that comforting feeling a Mom and Pop puts forth.
Pizza in Brooklyn, New York is a dime a dozen, or should we say a couple bucks a slice? We needed to maintain our Italian/Sicilian heritage without falling in the cliche trap of Italian colors. We wanted to wave the flag for what a pizza brand identity could be and should be.