SPIN NEAPOLITAN PIZZA
Evolving a brand from start-up to chain
SPIN! elevates the everyday pizza restaurant to create a favoloso dining experience that unites fans of Neapolitan pie, vino, gelato and all things Italian bicycle racing.
STRATEGY • BRAND IDENTITY • COLLATERAL • WEBSITE • ADVERTISING • PACKAGING • CAMPAIGNS
Starting in 2004, Willoughby helped launch the first SPIN! Pizza with co-founder Gail Lozoff. After helping Lozoff scale Bagel & Bagel to become Einstein Bros. Bagels in the early 90s we all had some experience in scaling big. This fast-casual concept mixes Neapolitan style pizza, biking and a not so serious personality. It also makes pretty darn excellent pie.
As SPIN! expands nationally into California, Texas, Nebraska, Kansas and Missouri we continue to extend the brand. Willoughby has helped translate the Eat, Bike, Enjoy (Si Mangia, Gi Gira, Si Piace!) mantra into various touchpoints including website, the SPIN! Bike Club, in-store promotions, menu design, packaging and the rewards program.
From the beginning, the SPIN! Pizza brand has been built upon the Italian tradition of pairing handcrafted Neapolitan pizza with designated types of wine. With the opening of SPIN! locations in Orange County, the opportunity arose to launch SPIN! the bottle, SPIN! pizza’s very own private label wine that has been hand-selected from a variety of reds and whites made by LA winemaker Maddalena Vineyards. We were thrilled to design a label that is truly unique and celebrates the SPIN! brand experience at every angle.
The SPIN! brand appears twice on the label. The “S” is shared to display the word “SPIN!” both right-side-up and upside down for when the wine is poured. For a little extra verve, the words “the bottle” appear in each exclamation mark and invite the patron to do just that.
The varieties of each type of wine are typeset along the top using the SPIN! color palette. Overall, the concept is playful, sophisticated and full of details, just like the rest of the SPIN! brand.