Integrating brand identity with interior design

Our Zero Zero pizza restaurant branding was carried out in conjunction with Crate47’s parent company Liqui Group who undertook the interior design. Working closely together meant that we could integrate the brand identity with the look of the restaurant to create a complete brand experience for its customers.


Zero Zero




Print Design



A restaurant logo design and stand-alone marque.

In the case of Zero Zero, our pizza restaurant branding references high-end Italian brands of the last century that tie-in with the luxury ‘modernist’ feel of the interior. The brand name is derived from the finely milled 00 flour that Italians use to make artisanal pizzas. We created a written restaurant logo design that contains a marque made up of interlocking ’00’ figures within the space between the two words.

Not only does the marque act to break the two words apart, but it also welds them together at the same time. By overlapping the rules that run top and bottom of the written logo we unified the different parts into one. The ’00’ marque can also be used as a stand-alone brand element for such things as signage and can be seen rendered in neon on the front of the building; bringing the whole pizza restaurant branding to life.

The thinking behind the restaurant naming.

The Zero Zero pizza restaurant branding has the potential to work in different ways for different people. For those who know about Italian cuisine, Zero Zero is a very descriptive name. But, for those left wondering about its origin, it could be rather intriguing. If they were to follow up on their curiosity it would lead them into becoming one of those who are ‘in the know’ too. However the name is perceived, there is no doubt that our modern branding sets it apart from the usual traditional pizzeria.

A modern pizzeria design with a luxury interior.

With their modern pizzeria design for Zero Zero, Liqui’s interior designers have looked to the best of mid-century style for their inspiration. Using strong architectural features with a mix of high-quality materials their contemporary restaurant design offers a relaxed dining experience in a luxury setting. The extensive use of white throughout the restaurant design was informed by the fact that ’00’ grade flour is made from the whitest part of the grain.

The whole look and feel of the interior works in harmony with our pizza restaurant branding to give a subtle but complete brand experience. It’s intended that many of the elements of this flagship restaurant interior design will be carried through to smaller venues in the future which will help to define the brand’s overall visual identity setting it apart from more traditional Italian restaurants.

"By working in unison, Crate47 and Liqui offer our clients a fully integrated service that engenders a true synergy between the branding and interior design.”