The brief was to bring the fun back and celebrate New York pizza without leaning on nostalgia. Keep the credibility of a chef-led kitchen, and let the tone be open, democratic, and most importantly, New York.
We redrew the wordmark and built a more dynamic typographic system. Color got brighter and more confident. The classic pizzeria checkerboard was stretched and warped, a nod to Dufresne’s way of twisting the familiar, like the Everything Bagel Pizza. The system extended across packaging, menus, signage, and digital touchpoints.
The rebrand gave Stretch a clear voice and a stronger presence. Bold type and color read from the street, and the system held together from storefront to packaging to the site. It carried Wylie’s precision with a sense of fun and set the brand up for the next two openings. Typography did the talking, so the food stayed front and center. The same system flexed cleanly across new formats without losing tone.
