Avenue Group
Undoubtedly The Bay’s greatest hospitality group.
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Brand, packaging and positioning for Avenue Group
Our working relationship with Avenue stretches back to 2018, starting out selling pizza out of a bowling alley. Since then, we’ve worked on their many different iterations, with their business now expanding to control food programs at several bars, and operating their own restaurant, Lloyds.
The original logo, designed for their original pizza restaurant, straddled a blend of New York and Neapolitan references, much like their pizza. We landed on a script logo that had a strong connection to baseball, something that continues in our work. It is a simple, but expressive mark, and the short hand ‘A’ icon screams personality.
Primary Logo
Icon
As the brand naturally evolves, we’ve been there to help craft an intentionally piecemeal identity, with each touchpoint considered in isolation. Red links the various elements, but we don’t have an overly homogenous identity. This keeps us in touch with the original spirit of the business.
Still operating as a pizza joint, but now also taking on the role of umbrella brand for the hospitality group, the brand flexes easily into this expanded role.
Likely Suspects:
Josh O’Neill
Collaborators:
Photography by Tee Ship, Mon Omori, Phil Mountford & Sam Odea
Visit Avenue’s website