Ignatian Ministries
Baton Rouge, LA
November 2022
- Brand Strategy, Visual Identity and social media management
The Spiffy Fox Pizza & Pub
The Spiffy Fox was a whiskey bar concept meant to breathe new life into an abandoned restaurant/bar in a historic neighborhood. The term Spiffy was a nod to the word “spifflicated,” 1920’s-era slang for drunk or inebriated. However, it quickly evolved into a family-friendly pizza restaurant when their liquor license was denied. We created both the original branding and the revised branding to reflect the new restaurant concept.
Client: The Spiffy Fox Pizza & Pub
Scope: Logo, Branding, Menu Design, and Social Media Management
Overview
The Spiffy Fox was a brand-new whiskey bar concept meant to breathe new life into an abandoned restaurant/bar in a historic neighborhood. The term Spiffy was a nod to the word “spifflicated,” 1920’s-era slang for drunk or inebriated. It was important to the owners to create an inviting brand with a neighborhood feel. When the liquor license stalled out, the owners decided to make use of the top-notch pizza oven on site (imported from Italy!) to sell pizza while they waited for the license. The pizza side of the business really took off, and the owners quickly morphed the restaurant from neighborhood pub to family-friendly pizza joint.
Once it became apparent that the bar would open much later than expected, the owners decided to make the Spiffy Fox a family-friendly pizza joint instead. The name was changed to The Spiffy Fox Pizza & Pub, and the brand needed further adapting. In addition, all branding materials needed to be built out (social media, store signage, menus, in-house mural, employee t-shirts, pizza box stamps, etc.) to grab the attention of the public and establish The Spiffy Fox as a must-try local pizza joint.
While I had originally developed the Spiffy Fox logo and branding to feature deep, rich, masculine colors with warm and cozy textures such as Scottish plaids and copper accents, when the switch to a pizza restaurant became necessary, the brand needed to evolve instantly. I simplified and flattened the logo, making it more bold and graphic with a simple black, red, and white color palette to appeal to families with members of all ages. This change also allowed the creation of simplified menu templates that were easy to adjust, as the menu changed quite a bit in the early months based on fan favorites and the availability of ingredients. The restaurant had a very successful launch and quickly became beloved enough to win a local award for the city’s best pizza restaurant within its first year of operation.
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