Honorable Mention 2020 / Branding / Brand design

Smelted: The Ultimate Mobile Wood-Fired Pizza Experience

  • Prize
    Honorable Mention in Brand design / Branding
  • Company
    OffWhite Co
  • Designer
    Josh White
  • Design Team
    Josh White, Michael Del Pup, Nicole Alvarez, Lindsay Spisak, Meng Hsuan Lin, Molly Keane, Ross Palumbo

Smelted, an up-and-coming company making artisanal pizza from a wood-oven mobile truck, was in need of a brand boost following its launch. OffWhite Co transformed the brand to better communicate its story and resonate with consumers as a fun, playful pizza-maker using fresh ingredients. OffWhite suggested a name change from the former Copper Crust Co to Smelted to better reflect its cool, hip vibe. The design and rebrand transformation includes an edgier logo that mimics the Rolling Stones-inspired iconic tongue, whimsical characters for each pizza flavor and new tongue-in-cheek flavor names.

Principal and Creative Director of NYC-based brand and design agency, OffWhite Co., Josh White has more than two decades of experience transforming some of the world’s most successful companies through the intersection of creative product development, brand strategy and technology. An industry veteran, Mr. White has worked with brand name powerhouses – from Fortune 500 companies to start-ups – including Maple Hill, Chobani, Nightfood and Fuel For Fire. His award-winning campaigns have played a key role in re-inventing brands and helping clients advance their companies to the next level.