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Sneak Peek: Hugo’s Pizzeria Branding

Hugo's Pizzeria branding

Our new favorite neighbor (and lunch locale) is now open in Midtown St. Louis: Hugo’s Pizzeria!

Our good friend David Bailey, with whom we’ve worked on branding for a few of the Baileys’ family of restaurants (including Small Batch, Baileys’ Range, and Shift Test Kitchen & Takeout), asked us to create a brand for his newest venture: Hugo’s.

Inspired by his five-year-old son, Hugo, David wanted the brand to evoke a lively, creative, and vibrant spirit. With that, TOKY began illustrating what we like to call building blocks: simple shapes that arrange in many ways to communicate different ideas.


Illustrated icons for Hugo's Pizzeria


The style evolved into a logo that really stands out.


Outdoor signage of logo for Hugo's Pizzeria


Next, we wanted to create a menu that looks as good as Hugo’s pizza tastes.


Menu shell and menu for Hugo's Pizzeria


Alternate view of Hugo's Pizzeria menu design


Seriously — it’s so good, you’re going to want to take it home.


Pizza box design for Hugo's Pizzeria


Welcome to Midtown, Hugo’s. We’re excited to have you!

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Written by Molly Gingrich