Sharpe Creative worked with Old Scratch Pizza to refresh the overall tone of the brand and digital presence on the website and social media. When Old Scratch opened their first location, Real Art developed the well-crafted and iconic logo mark. Over time, Old Scratch had changed, added new locations, and needed a refreshed look that reflected what the business had become... Midwesternly Neapolitan and anything but ordinary.
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A large driving force of the refresh and new website was the menu. Previously, Old Scratch was using a modified Squarespace template for their website and the menu was all text-based. This was a missed opportunity with the highly aesthetic Old Scratch food and drinks. We worked with the Old Scratch team to create a way to shoot the products in-house and designed a color coded menu system allowing for easy updates on the backend of the website. In addition to an easy to manage, visual menu, a custom merch store was designed and developed to feel consistent with the food menu. The Old Scratch team did an amazing job photographing menu items and Boom Crate Studios also did an excellent location and lifestyle shoot for the refresh.
Old Scratch had a strong logo and some brand anchors like using the color red. We went through an exercise of retaining those core elements while extending and evolving the overall look and feel and developing additional ingredients the brand could use when creating visual content.
Our exploration refined into a thorough brand guide and kit that the Old Scratch team could use ongoing. This has allowed Old Scratch to retain a visual consistency they hadn't previously been able to.
Prior and after the brand refresh, we had helped Old Scratch with a lot of merch items, collateral, etc. With the brand refresh in place, and the use of a brand guide (something the business didn't previously have) we have been able to keep content more consistent and have more elements, fonts and colors in our toolkit to keep things fresh.
