The challenge for this faux brand was showing people that this wasn’t a standard pizza joint, but a place designed specifically for those with dietary needs. The solution was a complete brand package built around this core idea.
I created the entire brand identity, designed an easy-to-read menu that clearly highlights the different custom crusts, and designed a punch card to encourage repeat business. To ensure the brand experience was consistent, I designed the look for the uniforms, the main pizza box, and an email newsletter to keep customers updated on new specialty pies and safety practices. The goal of all these pieces was to sell a perfect, worry-free meal every time.
Skills: Brand Identity Design, Menu Design, Packaging Design, Uniform Design, Email Newsletters, Print Design, and Customer Experience Design
Print Menu Design for The Custom Crust. This menu was created with a clear, organized layout to present specialty pizzas and a step-by-step custom order form, making it easy for customers to navigate the choices.
Pizza Box Design
This image shows the final design mockup for The Custom Crust pizza boxes. The boxes use a natural, kraft cardboard texture, which gives them an authentic, rustic feel. The design features a bold logo and branding on the top and sides, making the pizza instantly recognizable when stacked or delivered. The simple, clean design focuses entirely on the brand’s identity.
Customer Punch Card Design created to build loyalty and encourage repeat business. This small card features the brand’s graphic elements and serves as a simple reward system for frequent customers.
The Custom Crust Uniform Design
This image shows the design for the employee uniform shirt for The Custom Crust. The simple, clean design features the brand’s logo embroidered on the chest. The consistent use of the brand’s colors (orange and blue) helps create a professional and recognizable look for employees, reinforcing the brand identity every time a customer interacts with staff.
Outdoor A-Frame Sign mockup
The sign was designed for sidewalk placement with a bold, inviting message to capture the attention of passersby and promote the restaurant’s quality and custom ordering experience.
Email Marketing Campaign
This section displays three email newsletter designs created for The Custom Crust. Email marketing is used to engage customers directly, announce new offerings, and promote limited-time deals to encourage orders.
Email 1: Local Delivery Announcement
Subject: Great News, Mesa! The
Custom Crust Now Delivers!
Description: This email newsletter was designed to announce a major service update: local delivery in the
Mesa area. The email’s goal is to
inform the community, explain the new delivery process, and encourage a first-time online delivery order. The design would feature a clear call-toaction
button to start an order.
Email 2: Graduation
Promotional Offer
Subject: Celebrate Your Grad! 20% Off for the Class of 2026!
Description: This email was created for a seasonal promotional campaign
targeting the local graduating class. The email’s goal is to drive large catering or party orders by offering a 20% discount to the Class of 2026. The design uses celebratory and friendly graphics and highlights the key discount details.
New Product Launch Email designed to introduce The
Custom Crust’s new dessert item, the Custom Cookie Skillet. The design uses tempting visuals to drive customer interest and orders for the new menu item.
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