Toy Creative partnered with Knead Neapolitan Pizza to redesign their brand identity and roll it out across signage, packaging and in-store graphics.

The project included a new logo design, restaurant signage, window graphics, menu design and branded packaging to help the artisan pizza company create a distinctive and memorable presence across its locations.

Knead is built on a passion for ethical ingredients and authentic Neapolitan pizza, and the new brand identity needed to capture that craft, energy and personality.

The brief

Knead approached Toy Creative to evolve their existing brand identity and create a stronger visual presence across their restaurants, vehicles and packaging.

The goal was to create a distinctive brand that would:

• reflect the craft of Neapolitan pizza making

• stand out on busy high streets

• work consistently across signage, packaging and merchandise

• capture the playful and passionate character of the brand

We explored a range of hand-drawn lettering techniques to create a logo that felt expressive and full of character.

Using calligraphy tools and custom lettering experiments, we developed a bespoke typographic logo that reflects the tactile, handmade nature of Knead’s pizza dough.

One of the defining features of the logo is the “K”, which has been carefully shaped to resemble an open mouth ready to eat the rest of the word — a playful nod to the joy of pizza.

The handmade lettering is paired with geometric typography to balance character with clarity across menus, signage and packaging.

Once the identity was established, the brand was rolled out across the physical restaurant environment.

This included:

• illuminated shopfront signage

• window vinyl graphics

• internal restaurant branding

• menu design

• branded clothing and packaging

The signage was designed to create strong street visibility while maintaining the craft-led personality of the brand.