Detroit
Deep Pan Pizza
Finding a pizza house that screams freedom and uniqueness in every bite is hard to come by. 'Detroit' is championing the way the Maltese perceive and taste pizza through its rough and radical identity system.
Founded in 2020, Detroit saw to bring over the iconic Detroit styled pizza to the island both in taste but also in the way typical pizza parlours are perceived. Standing out from the franchise saturated market including 'Dominos' and 'Pizza Hut', Detroit takes on a punk look with an illustration style, taking heavy inspiration from graffiti and old-school tattoos.
Design Style
Heavily inspired by Old School tattoos and the rough design style found in graffiti art, the illustration style that heavily supports the brash look and feel of Detroit is built on movement, loudness and exaggeration. From a flaming skull, pizza cutter and a lit matchstick, the Detroit brand pushes a familiar yet brand new way of looking at the way a pizza parlour can be promoted in style.
Brand Application
Combining the unique illustration style, typefaces and embellished icons and stamps, bringing the Detroit brand to life at every touch point really helps frame the brand as a stand-out force in the pizza space in Malta. Menus are tall and eccentric, T-shirts are stylish and the way pizzas are delivered in their boxes also leaves a statement that you are eating something totally different to the norm.
