Brand development and nomenclature for new pizzeria*

Urban Crust

Urban Crust is a unique new pizzeria in Parkwood, Johannesburg which serves speciality wood-fired pizzas, pastas, salads, gnocchi and sweet treats, taking pride in going back to basics while maintaining a high quality of food using simple ingredients.

The Urban Crust experience goes beyond genuinely good food, complemented by a relaxed, open and comfortable environment with large open windows which transforms into a seamless dining experience by allowing the outside, in. The challenge was to develop a name and language that clearly differentiates this pizzeria from other well-established pizza eateries in Johannesburg, while staying true to the brand essence of ‘simplicity’.

The name Urban Crust inspired the tone of voice for digital and packaging communications that could communicate messaging such as ‘crust your gut!’ and ‘crustworthy’.