Del Preston is a pizza pop-up at restaurant One Sixty City. The team came to us with a interesting, fast-paced challenge: just two weeks to create a brand identity that made sense of their name (referencing the famous 1980s super-roadie) – one that felt exciting but not too… random. They wanted us to riff off an 80s rock aesthetic, but do so in a way that wouldn’t alienate or confuse customers.
Our solution incorporates the legendary Del without going too ‘OTT’. Everything was carefully crafted to stay within One Sixty’s branding (so that the link is clear), and we made sure that the vibrant design can be simplified depending on the context. For example, while we might want to celebrate Del in all his glory on certain promo material (he certainly grabs your attention!), we just use his arms and the pop-up’s logo on menus, to ensure that the design doesn’t become distracting or disorientating.