Menu
Based in Water Park inside of the newly redeveloped National Landing, Crush is a pizza and wine bar that embodies the grab and go nature of a NY slice while also encouraging guests to stay and enjoy a glass of wine. It’s a place for pizza connoisseur and wine lovers to grab a bite to eat with family or friends or even taking it to go to enjoy at home.
We wanted to build a brand that delivers a unique and curated experience while showcasing menu highlights, pizza and wine. The name Crush reflects the playful notion of when the food is that good...you crush it. Crush also refers to the wine making process, which is a nice tie-in to the wine-forward drink list.
Crush’s logo is bold and strong. The logotype is custom created with shape in mind. This treatment gives the name some weight so it stands out but is balanced with rounded edges to give it a softer and more approachable feel. There is a nice repetition in the negative space in the letterforms which helps to move the eye through. This concept grabs your attention.The icon pulls the “C” from the logotype. The organic shape holding the “C” suggests pizza sauce or a splash /drop of wine. This brings a playful and action-oriented feel to the mark. The “C” can also stand alone.
This brand’s inspiration was driven by vintage signage that could be found outside of your favorite New York City pizzeria. Typography and design elements suggest a sense of nostalgia that speaks to past but also addresses the future. The color palette is comprised of a bold eye-catching red paired with a muted aqua. The bold and organic type-driven approach evokes a feeling of a playfulness and energy.
A playful pizza slice illustration became a mascot for the brand. The motion in the illustration connects to the grab-and-go nature of the brand. This brand identifier pairs well with bold and impactful typography packs a punch and grabs your attention. This distinctive brand identity seamlessly translates across exterior and interior signage, menus, coasters, matchbooks, web applications, and social media.
