Brand identity for the newest addition to London, Ontario’s pizza scene: Through Thick & Thin — serving up authentic New York–style slices and deep-dish Detroit–style pies.
Owned and operated by brothers Justin and Gregg Wolfe, the concept celebrates both coasts of classic pizza culture. The Detroit pies are cooked in traditional blue steel automotive trays, while the New York slices deliver a thin, chewy bite that’s big on flavour and easy to love.
The name Through Thick & Thin is a playful nod not only to the two styles of pizza, but also to the bond between brothers — a reminder that they have each other’s backs through thick and thin.
I developed a brand identity that reflects that same spirit: bold, approachable, and full of personality. The visual system blends vintage pizzeria charm with a modern edge — using gritty textures, strong type, and cheeky messaging to match the brand’s confident, no-fuss attitude.
A custom cartoon illustration of the Wolfe brothers serves as the heart of the identity, appearing prominently on pizza boxes, merch, and in-store signage. The branding also extended to menus, uniforms, window graphics, and a playful social media toolkit, giving the team everything they need to make a lasting first impression.
BRANDING / DESIGN / ILLUSTRATION