Divide 8 is an up-and-coming pizza parlour located in Sydney. We collaborated closely with the founders to bring their vision of the brand to life. This page follows the evolution of the identity from its inception, through a series of various design stages.
Creative Team
Max Johnson - Design, Art Direction
Matt John - Creative Direction
Made at Anatomy Studios, 2023
Max Johnson - Design, Art Direction
Matt John - Creative Direction
Made at Anatomy Studios, 2023
Ideation Phase
Initially tossing up between brand names ‘Melt’ and the chosen ‘Divide 8’, we began the ideation phase by sketching a variety of potential logoforms, as well as exploring custom typographic wordmarks. These sketches were discussed with the internal creative team, to agree on preferred ideas that would then be vectorised and refined further.
Initial Concepts
Concept 01
Concept 01
The first of two initial concepts presented to the client. This conceptualisation was designed to feel premium, gourmet and evoke senses of sustainability. This was achieved through use of playful rounded edges and lightweight typography.
Initial Concepts
Concept 02
Concept 02
In contrast to the first concept, the second was designed with
scalability in mind, aiming to attract a wider audience and sit comfortably amongst the QSR market. Through use of bold typography and linework, our intention was to create a strong sense of value without losing sight of the premium feel.
scalability in mind, aiming to attract a wider audience and sit comfortably amongst the QSR market. Through use of bold typography and linework, our intention was to create a strong sense of value without losing sight of the premium feel.
Finalised Identity
Through discussions with the Divide 8 team, the final identity eventuated as a hand-drawn version of the second initial concept. This was felt to be an appropriate middle ground of what was originally presented. The logo featured custom typography and a suite of hand-drawn shapes were also crafted to ensure all touchpoints of the identity felt cohesive.
