Zero Zero
Pizza restaurant branding and interior design

Integrated brand identity and restaurant design

Our Zero Zero pizza restaurant branding was carried out in conjunction with Crate47’s parent company Liqui Group who undertook the interior design. Working closely together meant that we could integrate the brand identity with the look of the restaurant to create a complete brand experience for its customers.

We delivered: Branding | Print Design

A restaurant logo design and stand-alone marque

In the case of Zero Zero, the branding references high-end Italian brands of the last century to tie-in with the luxury ‘modernist’ feel of the interior. The name is derived from the finely milled 00 flour that Italians use to make artisanal pizzas. We created a written restaurant logo design that contains a marque made up of interlocking ’00’ figures within the space between the two words. Not only does the marque act to break the two words apart but it also welds them together at the same time. By overlapping the rules that run top and bottom of the written logo we unified the different parts into one. The ’00’ marque can also be used as a stand-alone brand element for such things as signage and can be seen rendered in neon on the front of the restaurant.

Find out more about our Branding

The thinking behind the restaurant naming

The Zero Zero pizza restaurant branding has the potential to work in different ways for different people. For those who know about Italian cuisine, Zero Zero is a very descriptive name. But, for those left wondering about its origin, it could be rather intriguing. If they were to follow up on their curiosity it would lead them into becoming one of those who are ‘in the know’ too. However the name is perceived, there is no doubt that our modern branding sets it apart from the usual traditional pizzeria.

A modern pizzeria design with a luxury interior

With their modern pizzeria design for Zero Zero, Liqui’s interior designers have looked to the best of mid-century style for their inspiration. Using strong architectural features together with a mix of high-quality materials their contemporary restaurant design offers a relaxed dining experience within a luxury setting. The extensive use of white throughout the restaurant interior design was informed by the fact that ’00’ grade flour is made from the whitest part of the grain. The whole look and feel of the interior works in harmony with our pizza restaurant branding to give a subtle but complete brand experience. It’s intended that many of the elements of this flagship restaurant design that help to define the brand’s visual identity will be carried through to smaller venues in the future.

“Working closely together meant that we could integrate the brand identity with the look of the restaurant to create a complete brand experience.”