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© 2019 by Dover Design

Fresh Pizza Company

Victoria Station, London

Fresh Pizza had originally been a low-cost re-brand of an old pizza buffet and when Victoria Place decided to re-develop, The Restaurant Group was offered a smaller unit in the same location. TRG wanted to retain and grow the business, so the challenge was to do this with less space and in the face of new strong competition that Victoria Place attracted.

Pitched at the £7 typical spend per customer, we gave them a fast casual offer with market-style design, rough brickwork and hand-painted wall graphics with bold typefaces and distinctive fresh colours. The immediate visibility and recognition of the offer, its open look and easy accessibility makes The Fresh Pizza Co an easy choice.