If you’re from London, chances are you’ve heard of Breadstall, a popular food van in south-west London. Since 2008, people have been lining up along Northcote Road for a taste of their delicious twice-baked, slow-fermented biga dough pizzas.
Biga is an Italian pre-ferment used in making bread and pizza dough, resulting in a unique flavor and texture that sets Breadstall apart. The creators, Dorian Waite and Sebastian Vince, wanted to expand their pizza van into a competitive brand in the Quick Service Restaurant sector. Design agency Without was brought in to create an identity for Breadstall’s move into the city center.
Without aimed to create a welcoming bakery vibe for Breadstall’s new location on Berwick St, highlighting their expertise as pizza bakers. They wanted to differentiate Breadstall from other pizza places in London by emphasizing their methodical approach to creating high-quality pizzas.
The design team focused on the concept of „one thing done well“ for Breadstall, reflected in a bold new logo and typography inspired by the world of baking. Simple shape illustrations related to the product sizes are also used throughout the brand to tell the core story in a bold and recognizable way.