Toorak Pizza: Brand Identity Design

As a side project under Toorak Hotel, I created Toorak Pizza; a stand-alone ghost kitchen brand designed with a New York retro aesthetic to differentiate from the pub’s core identity and attract a broader delivery-focused market.

I led the concept development, brand identity design, and pitch deck creation, positioning the brand for growth via Uber Eats and other food delivery platforms. The project aimed to maximize existing kitchen infrastructure, create a new revenue stream, and increase visibility through SEO-optimized naming and targeted digital marketing.

The work included logo design, visual direction, platform strategy, and a marketing rollout plan, all tailored to feel fresh, nostalgic, and scalable, paving the way for future expansion across other venues.