Naked Pizza by Open

CLIENT

A new international chain dedicated to spreading the word about eating healthy food from diverse sources and delivering tasty pizza that’s accessible and affordable for all. Naked Pizza was co-founded in post-Katrina New Orleans, LA, by an evolutionary archaeologist and a marketing expert.

BRIEF

With a pre-existing logo, develop a language and flexible system that Naked Pizza could use anywhere and anytime to talk about their pizza and culture. The first deliverable was a set of guidelines, followed by menus, uniforms, signage, and more. 

APPROACH

Naked Pizza calls themselves “a social media company that sells pizza.” They are pioneers in using social media to talk to their customers—or as they say, their “tribe.” Our central idea came out of this: pizza is for sharing. Apparently, it was designed for it. All the work we designed is made from the same clean, simple ingredients. That way everything can be put together in lots of ways and shared in lots of places. The result is a culture that is friendly, flexible, and fun for all current and future members of the tribe.

At Naked Pizza, we believe fast food can help solve the global epidemic of obesity and disease, so we made one of the world’s most popular foods healthier using nutritional science and used the $40 billion pizza industry as a Trojan horse. We needed a graphic identity that sublimely articulated our brand at the most meaningful points of contact. The success of Open’s work lies in capturing our mission and its relevance to customers from different cultures in a system that supports the needs of franchisees around the world. Open’s charming graphics invite customers to discover a seemingly magical option: pizza that’s good for you. — Robbie Vitrano, co-founder of Naked Pizza