Toni Loco Brand Identity

The slightly crazy Pizza franchise

As part of our ongoing collaboration with The Entourage Group, restaurants developers, we were briefed to create the identity and interior for a new pizza restaurant concept – Toni Loco.


The idea was about bringing New York style Italian pizza to Europe in an exciting and contemporary way. Great care and attention was made to perfect the pizza recipe beyond your average fast food offer. We were inspired by the spirit and industrial cues of New York’s buildings and signage. Working closely with interior architect Pieter Kool, we developed a grid system of ‘one size’ concrete tiles that wrap the floor and walls. The interior is utilitarian with a touch of sophistication. The raw yet refined interior is finished with custom made rounded mirrors matching the shape of a pizza pie. The identity and typography comes alive in the store through a monumental type on the wall.


The brand identity for Toni Loco which will roll out to various franchises stores throughout Europe. The recognisable typographic led design of red and black will find its way to many cities.