When Urban Oven came to us, they were a popular food truck and catering company, wanting to become a brick and mortar brand. It was our job to identify what, in a world full of pizza concepts, made Urban Oven unique. The answer? “Wood-fired breakfast, lunch and dinner.”

From that platform, we created a unified brand structure—complete with everything from the logo and tagline to the uniform and menus. And we served up the entire Urban Oven story in a “branding book” (some of which is shown here).

And it was that branding book that got the developers of The Bloc (a premier, mixed-use urban oasis in downtown LA) salivating enough to sign on a first-time restaurant.