If there is one thing to know about Grotto’s Pizza, it is that each pizza is famous for a swirl of tomato sauce ON TOP of its layers of cheese. I wanted to represent the Grotto’s swirl typographically within the new letterforms of the logo. These hand-lettered letterforms are the core of the identity and are blown up for pattern usage on other branding elements such as pizza boxes, gelato cups, and menus. Upon researching the perception of the brand, I found that Grotto’s Pizza has a very positive image and is widely associated with the nostalgia of summer beach trips. So, the challenge was to keep the elements of the pre-existing brand that were working and change what was not for a rebrand that appears friendly and fun.