A thirty-year old pizzeria just completely overhauled its image. Gone was the kitschy art deco design and cheap-food-but-lots-of-it mentality. In was a modern look, a new menu of crafted food, and beer. Lots and lots and lots of beer.
Old Chicago was a key part of the Craftworks Restaurant & Breweries portfolio. Unlike its cousins, the Old Chicago guest experience was built around pizza. Literally. A perfect visit to Old Chicago meant gathering around the table, sharing a great handcrafted pie and exploring award-winning beers from al over the world. We wanted to efficiently communicate all the changes happening at Old Chicago while reinforcing a friendly, social experience.
We created a bold new brand building campaign to introduce major markets to the new Old Chicago brand. Cutting-edge typography over kitchen textures of empty pizza pans gave OC advertising collateral a cool, modern feel that was anything but old and stale. For the copy, we literally told the audience why Old Chicago was ready for a brand overhaul. The voice was fearless and excited, embracing the change in food culture without sacrificing a friendly neighbor tone of voice.
