Hugo’s Pizzeria
Overview
Located in St. Louis’ Midtown Alley neighborhood, Hugo’s serves pizza made with locally sourced ingredients. Our ninth collaboration with Baileys’ Restaurant Group, team TOKY was thrilled to develop this quirky and creative brand.
INSPIRED BY YOUTHFUL IMAGINATION
TOKY drew inspiration from the restaurant’s namesake, Hugo, the owner’s young son. The “building block” illustrations allude to the sense of wonder and creativity typical of this particular toddler. The blocks can be arranged in many ways to communicate different ideas — not unlike the way diners build a pizza.
THE HOME-STYLE BOX
The take-home box features a key building-block image: the state of Missouri. It serves as a nod to the pride the Baileys take in supporting independent farms and using fresh, local ingredients.
CUSTOM-BUILT
As a continuation of the building block concept, custom illustrations are integrated throughout the brand materials. The wood texture alludes to the rustic nature of the menu.
Services
Brand Identity
Print Collateral
Menu Design
Signage
Awards
Gold
St. Louis ADDY Awards, Illustration
Silver
Graphis Branding 7, Restaurant Branding