SPIN! NEAPOLITAN PIZZA
Evolving a brand from
start-up to chain
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 going big.
The SPIN! fast-casual concept mixes Neapolitan style pizza, biking and a not-so-serious personality. SPIN! also makes pretty darn excellent pie. The brand walks the line between a neighborhood pizza joint and a slightly upscale restaurant with a small wine list and seasonal sangrias. Comfortable, fun and delicious.
Our approach was to create a vivid color palette intermixed with images of Italian bike racing, posterized graphics and vintage photography. Language is fun, a little bit silly and plays fast and loose with Italian. From Ciao Down! to Eat, Bike, Enjoy (Si Mangia, Gi Gira, Si Piace!) we incorporate it into various touchpoints including website, the SPIN! Bike Club, in-store promotions, menu design, packaging and the rewards program.
As SPIN! expands nationally into California, Texas, Nebraska, Kansas and Missouri we continue to extend the brand.
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. We cannot guarantee that it will land on the person of your choice.
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.