hell's kitchen pizza brand book
DESCRIPTION
Rebranding Hell's Kitchen PizzaTRANSCRIPT
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HELL’S KITCHEN
PIZZA
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REBRAND
HELL’S KITCHEN PIZZA
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REBRAND HELL’S KITCHEN PIZZA
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HELL’S KITCHEN PIZZA
IS IS NOT
REVOLUTIONARY
JESTER
PASTICHE
CONSTRUCTIVISM
NEW YORKER
MODERN
DYNAMIC
BOLD
GEOMETRIC
STRONG
STRAIGHT
FRIEND
CONVENTIONAL
BORE
PARODY
IMPRESSIONISM
ITALIAN
OUTDATED
BORING
SHY
ORGANIC
WEAK
WAVY
BOSS
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HELL’S KITCHEN IN NEW YORK
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HELL’S KITCHEN
A neighborhood of Manhattan in New York City between 34th street and 59th street, from 8th
avenue to the Hudson River
The area provides transportation, hospital and warehouse infrastructure support to the Midtown
Manhattan business district
The name, Hell’s Kitchen, was first appeared in print, New York Times, on September 22, 1881
In the 19th century, it was characterized by poverty, gangs and rows of slum tenements
Hell’s Kitchen is home to Restaurant Row; Ninth Avenue is noted for its many ethnic restaurants
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MYTHOLOGICAL ARCHETYPES OF HELL’S KITCHEN PIZZA
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REVOLUTIONARY
JESTER
Revolutionary individuals are most fulfilled when they can change something that they feel needs to be changed. Often unconventional thinkers who can de-velop new, cutting-edge approaches, they enjoy challenging the status quo and motivating others to think differently. They’re usually excited and challenged when they can take on tried-and-true methods or ways. Revolutionary organiza-tions often are very successful at developing truly radical ideas, products, and services; leading reform of all kinds; and/or serving as the contrarian
voice in debates.
Jesters are most fulfilled when they can use their ingenuity and wit. Natural-ly playful, spontaneous, and humorous, they enjoy light-hearted truth-telling and can motivate others to see the value of fun. They’re usually excited and challenged by opportunities to lighten up stressful situations. Jester organi-zations usually are successful at brainstorming and thinking outside the box; finding clever ways around obstacles; and having fun while getting work done.
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INSPIRATION
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LOGO SKETCHES
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LOGO VARIATIONS
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LOGO
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BRAND SYSTEM
COLOR SYSTEM
REFERENCE
RED 50%
# ED2124
BLACK 30%
# 221E1F
WHITE 20%
# FFFFFF
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A B C D E F G H I J K L MN O P Q R S T U V W X Y Z
a b c d e f g h i j k l mn o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 @ $ &
A B C D E F G H I J K L MN O P Q R S T U V W X Y Z
a b c d e f g h i j k l mn o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 0 0 0
PRIMARY TYPEFACE : Customized typeface
SECONDARY TYPEFACE : Letter Gothic Std Bold
TERTIARY TYPEFACE : Russian
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INVITATION
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GUSTAV KLUTISIS’ EVERYONE MUST VOTE
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2 1 2 7 6 5 8 5 6 5h e l l ' s k i t c h e n p i z z ah e l l s k i t c h e n n y c . c o m
6 9 1 1 0 a v e n y c
NIKOLAI PRUSAKOV’S THE MAN OF FIRE
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ALEXANDER RODCHENKO’S THE SIXTH PART OF THE WORLD
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ENTRANCE
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STORE
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ENGAGEMENT
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PIZZA BOX INSPIRED BY EL LISSITZKY’S RED WEDGE
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PIZZA BOX INSPIRED BY ALEXANDER RODCHENKO’S RUSSIAN CONSTRUCTIVISM
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PIZZA PLATE
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DEPARTURE
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BUSINESS CARD
' http://hellskitchenpizzanyc.com
691 10th Avenue, New York, NY 10036
212-977-1588
' http://hellskitchenpizzanyc.com
691 10th Avenue, New York, NY 10036
212-977-1588
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MENU
BEVERAGES
SODA
1.25
coke / diet coke / sprite / orange
SNAPPLE
2
BOTTLED WATER
1
poland spring
TWO LITER BOTTLE SODA 2.75
coke / diet coke / sprite
WRAPS
CHICKEN CAESAR
6.5
chicken, lettuce, tomato, parmesan
BLT
6.5
bacon, lettuse, tomato, mayo
CLINTON
5.5
hot corned beef, pepperoni, onion
VEGGIE
6.5
lettuce, onion, olives, cumcumber
CALIFORNIA
6.5
chicken, roasted peppers,avocado
ITALIAN 6.5
pepperoni, ham, provolone, lettuce
BUFFALO CHICKEN
6.5
chicken, buffalo sauce, lettuce
NEW YORK STYLE
13
PEPPERONI
15
MARGHERITA
16
HELLFIRE HOT
17
MEATBALL PARM 17
MEAT LOVER
16
HEAVENLY WHITE
16
MAC & CHEESE
17
HAWAIIAN
16
PHILLY CHEESESTEAK 17
DEVIL FEAST
17
DEVIL COMBO
18
ANYTIME SPECIAL 3.50
TWO PLAIN SLICES ONE CAN OF SODA
carryout only
PIZZA
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BEVERAGES
SODA
1.25
coke / diet coke / sprite / orange
SNAPPLE
2
BOTTLED WATER
1
poland spring
TWO LITER BOTTLE SODA 2.75
coke / diet coke / sprite
WRAPS
CHICKEN CAESAR
6.5
chicken, lettuce, tomato, parmesan
BLT
6.5
bacon, lettuse, tomato, mayo
CLINTON
5.5
hot corned beef, pepperoni, onion
VEGGIE
6.5
lettuce, onion, olives, cumcumber
CALIFORNIA
6.5
chicken, roasted peppers,avocado
ITALIAN 6.5
pepperoni, ham, provolone, lettuce
BUFFALO CHICKEN
6.5
chicken, buffalo sauce, lettuce
NEW YORK STYLE
13
PEPPERONI
15
MARGHERITA
16
HELLFIRE HOT
17
MEATBALL PARM 17
MEAT LOVER
16
HEAVENLY WHITE
16
MAC & CHEESE
17
HAWAIIAN
16
PHILLY CHEESESTEAK 17
DEVIL FEAST
17
DEVIL COMBO
18
ANYTIME SPECIAL 3.50
TWO PLAIN SLICES ONE CAN OF SODA
carryout only
PIZZA
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EXTENSION
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INVITE YOUR FRIENDS
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http://hellskitchenpizzanyc.com
691 10th Avenue, New York, NY 10036
212-977-1588
YOU ARE INVITED TO THE HELL
You are invied to Hell’s Kitchen Pizza. Get a free small pie of our special pizza !
From.
To.
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MOBILE APPLICATION
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PARMASAN PINEAPPLE
CHEDAR BACON
MUSHROOM JALAPENO
SPINACH OLIVE
chec
k ou
t
order
Make your own style pizza by picking toppings that you want. Pick what you want and place them on the red slice.
After picking all ingredients that you want, drag the slice into the devil mouth in order to check out.
BACK NEXT
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LOADING
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PARMASAN PINEAPPLE
CHEDAR BACON
MUSHROOM JALAPENO
SPINACH OLIVE
chec
k ou
t
order
Make your own style pizza by picking toppings that you want. Pick what you want and place them on the red slice.
After picking all ingredients that you want, drag the slice into the devil mouth in order to check out.
BACK NEXT
BACK NEXT
coupon
To get a free slice pizza of HKP, spin the roulette
by touching the white dot on the red circle.
NEXT TIME
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WEBSITE
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THANK YOU
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DAEUNKO