Patxi's Pizza
THE PROBLEM

Patxi’s, a
San Francisco pizza chain famous for their Chicago-style deep dish, came to Forty looking for help making their customer experience more memorable and consistent. Their main goals were to improve the overall dining experience and redesign their website in preparation for their expansion into the Denver area.
The restaurant started off with one location in Palo Alto but has quickly grown to over a dozen in California and Colorado. Like many businesses that expand in a short period of time, the original co-founders (including Patxi himself) were no longer able to be as involved in every location, so it became harder to replicate the Patxi’s experience and keep everything consistent.

THE SOLUTION

Performing an experience audit and research to gather insights

In order to get a first-hand look at Patxi’s, we performed an experience audit by dining at several of their locations. At each one, we observed the service, food, staff, and atmosphere to analyze their strengths and opportunities for improvement. Following our visits, we completed other customer, competitor, and company research to gather detailed insights and inform the rest of our work.

Perfecting the Patxi’s brand

With research in hand, we collaborated with the Patxi’s team to reveal their roots, define their voice and messaging, and refresh their visual branding. We also shared our audit findings and strategized on how to create the ultimate Patxi’s experience in every location.

Cooking up a mouth-watering responsive site

After solidifying their brand foundations, we dug into redesigning the website. With multiple restaurants, each with different menus, specials, location information, social accounts, and more, our goal was to not only make the site visually stunning, but also make it easy to use and reflective of the in-store experience. We also incorporated responsive web design to keep the online experience optimal and consistent whether someone is browsing on a desktop, tablet, or mobile device.

With the new branding and website polished off, Patxi’s was ready to roll it out and satisfy their customers’ craving for delicious pizza and a decadent experience. Head over to
patxispizza.com to feast your eyes on our creation.
Responsive website on tablet
Behind the scenes look at the design process for the new Patxi's website
Inside the brand handbook
An early concept for the new Patxi's Pizza visual direction, based on their in-store experience
Behind-the-scenes look at the digital style guide
Wireframe diagrams illustrating how web layouts would change between desktop and mobile sizes
Patxi's Pizza
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Patxi's Pizza

HANDCRAFTED HOSPITALITY Patxi’s wanted to create a rich, welcoming experience for their customers that went way beyond the typical “pizza joint” Read More
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