Product Branding + Art Direction | YA Pizza
YA is an upcoming pizza pop-up shop serving plant-based sicilian-style pizzas in portland, oregon.
A soon to be pop-up looking to add onto the great list of pizza spots in Portland—YA is a shop looking to open people’s eyes and take ownership as being the go-to spot for Sicilian-style pizza, while happening to be a plant-based product as well. The answers to the challenges that came with serving people YA’s pizzas paralleled the brand design. If the product is both great and plant-based, the question that always comes immediately after the first bite is “what’s in this?” From the cheese, sausage, sauce, or pizza as a whole.
YA’s pizzas are simple and made with great (non-suspect) ingredients, where the company is open to talking about what goes in them along with the process in the way they’re made as well to answer any skeptics. To the average pizza eater when they hear “vegan” or “plant-based pizza” they usually turn the other cheek or have an immediate and negative perception of it. YA’s goal was to change that, through both their slices and branding.
My role in the project was to do create the brand for this product through art direction and design (logo design, merch, product, web) as well as all the photography as well.
YA’s whole outlook on their pizza matched their slices and menu—simple and refined. They only specialize in one type of pizza (Sicilian squares), and only have four pizzas on their menu. Not five, not three, but four. They’re looking to own the square, not only figuratively, but literally as well.
Though they’re not the old-school and traditional pizza joint from down the street, YA held a great respect for the craft and culture a shop can bring to a neighborhood. But they also acknowledged that they’re new kids and they wanted it to be known not only through the squares they serve,—but as well as their logo, secondary marks, takeaways (such as loyalty cards, merch, etc). Whether it be seeing someone wearing their gear, someone walking down the street with a box, or getting out of their car with a to-go pizza, they want their brand to be noticed from a distance through the minimal but bold branding that still allows the product to be the highlight that speaks for itself as well.
To learn more about YA and their pizza, their website can be found at yapizzapdx.com