Subscribe to RSSTOKY Gets Epic (Pizza & Subs)
There’s a new pizza and sub place in Soulard… and it’s Epic! Literally… it’s Epic… Epic Pizza and Subs, and the creatives at TOKY took on the task of helping the new restaurant find that perfect brand.
Eric Thoelke, President and Creative Director at TOKY, says the project began with Epic owners Mario and Todd whose vision was rooted in the imagery of Superman. Of course, the Man of Steel himself has a brand that’s unmistakable as well as registered to the hilt. TOKY knew they had to steer away from any trademark issues while keeping the power behind the iconic ‘S’ and shield.
Building off the 1940′s era image of the superhero, TOKY designers developed a hand-lettered dimensional logo that feels nicely retro.
As they went deeper into the the project, they took the USA red, white and blue scheme seen throughout the comics and morphed it into more of a Cardinal red.
“This was done because the owners were closing in on their interiors,” says Thoelke. “The deeper and richer Cardinals palette seems to suit it more. They [the Epic owners] also liked the idea of being able to link to Cardinal nation.”
Working on the branding, TOKY did an analysis of the competition. They wanted a statement that was unique while making sure Epic stands out from its rivals. ”We did color analysis, and the Domino’s Pizza red and blue color system also influenced us to add the tertiary yellow color,” commented Eric Thoelke.
He added that Epic’s success will be the food, service, price and staff and hopes that if customer’s remember the logo and branding, that’s a nice bonus that “can help Epic get to the next level of their business. We hope these two Super clients will enjoy super success!”
If you’re interested in checking out Epic, they’re at 709½ Ninth St in Soulard, conveniently located next to ITap. We’re still waiting on a website, but in the meantime you can follow them on Twitter, @EPICstlouis. You can follow TOKY, @tokybd.
More posts by Dewayne Nickerson »
Author: DewayneNickerson
Dewayne Nickerson believes in the power of words... and images. For years he was able to put those passions together as a network news producer (no names... just think an EYE and a BIRD - but no alphabet and definitely no small dog-like creatures with shorter starboard legs). Now he’s using his talents to help clients tell their stories as an Account Executive at Mercury Labs, a cinema and communications company. Out of the office, Dewayne is a big fan of the Kansas Jayhawks and is known to occasionally burst out in song. Sometimes his life is just one big music video, sans the 80’s hair.
