The brief was to bring the fun back, and to celebrate New York pizza without leaning on nostalgia. We aimed to keep the credibility of a chef-led kitchen, and let the tone be open, democratic, and most importantly, New York.
High-dining concepts FOR A NEW YORK slice
We redrew the wordmark and built a more dynamic typographic system. The brand color became brighter and more assertive. The classic pizzeria checkerboard was stretched and warped, a nod to Dufresne’s way of twisting the familiar (see the 'Everything Bagel Pizza'). That shift carries through packaging, menus, signage, and digital touchpoints, so every encounter feels like the same idea seen from a new angle.
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.
