In 2024, an article came out naming Denver the best pizza city in the country. Leprino being headquartered in Denver, the world’s largest producer of mozzarella, and inseparable from the U.S. pizza industry, saw an opportunity to capitalize on the recognition.
The concept for Pizza Passport was to drive Denver-area consumers to Leprino customers through a coupon book. For a low price, buyers could access discounts and rewards at pizzerias around the city. During development, it became clear this concept could extend far beyond Denver, creating a scalable platform for major metro areas nationwide.
But I went further, and built out a full visual identity for the program.
The visual system is inspired vintage travel postcards, tickets, and classic pizza patterns. It is simple and adaptable so that works with any city, whether it has a nickname, abbreviation, or iconic branding.
