Midlands pizza business rolls out playful logo from Devon design agency.
I’m fortunate enough to work with businesses across the UK on their logo design and visual identity projects. This one’s a particular favourite: a new business on the hunt for something fresh.
Smokey J’s is an independent catering business based in Bromsgrove, with a regular pitch in Stratford upon Avon’s Friday market. It specialises in sustainable, wood-fired pizza from its converted trailer.
Unlike a previous logo design project for a client in a similar space, Smokey J’s wanted a solution that leaned into the product more. We explored options that played with custom typography shaped to look like a pizza slice, pizza cutter, and boxes.
Playfulness ran through this project and ultimately led us to the solution here. Thick lines, confident structure, and topped – quite literally – with a playful randomness.
After multiple iterations that explored crust design, type and other toppings we landed on this solution. The company name is mixed with a selection of simple geometric shapes to feel like it was sprinkled on before hitting the oven.
The missing slice draws the eye to “J’s” where the apostrophe is stylised as a simple leaf to represent Smokey J’s sustainable values. The rest of the visual identity was rounded out with a selection of colours drawn from the Bromsgrove coat of arms, type guidance, and an alternative logo for smaller application.
All in all, a tasty combination of Devon design agency and midlands pizza magic.
