The original Crust Pizza Co. is located in the Woodlands, TX. Now with 3 more locations and a few outside of The Woodlands, the clients wanted a more versatile and modernized logo. Our challenge was to strategically refresh the brand in a way that didn’t confuse existing customers or make it seem as though Crust Pizza Co. had been bought out by another pizza company. The approach was to be evolutionary, rather than revolutionary, to build on the existing equity in place with a growing, loyal fan base. Our job was not only to refresh the brand identity but to design better in-store graphics, a new website with an improved user experience, menu re-design (in-store and to-go), restaurant wayfinding, and table numbering.