O’DO. Made over time. Wood fired every time.
Eaten in no time.
O’DO is short for the two things that matter most: pomodoro and 00 flour.
That’s where good pizza starts. The rest is heat, time and instinct.
The dough’s made right, the sauce hits hard and the toppings know when to stop.
O’DO. Say it loud. Eat it hot.
The brief
The team was launching a new pizza concept to feature as a pop-up sub-brand within existing venues — fast, fresh and proudly no-fuss. The idea was simple: Italian pizza, great dough, quality ingredients and a name that works as a street-food brand.
I created the name O’DO — a nod to pomodoro and 00 flour, an onomatopoeic cue to appetite: oh, dough. From there, I built the brand from the ground up: positioning, tone of voice, visual identity and rollout to flesh out an idea that could stretch from branding and interiors to uniforms, social, packaging and beyond.
The project
O'DO is pizza stripped back to what matters. The brief was to create something bold but not try-hard, with a personality that felt lived-in, a bit cheeky, and effortlessly cool. I built a brand system that celebrates simplicity — loud, proud and deliciously unfiltered.
Strategy
Hero the product — real dough, real pomodoro, no gimmicks. Create a brand that feels local, loved, and confident enough to keep things simple. One that can grow without losing its charm, and carve out a distinct space in a cluttered pizza market.
Execution
The brand is built around the ‘O’ — a perfect circle that represents both pizza, 00 flour and tomatoes. Its clean, minimal form anchors the brand system, while the hand-drawn illustrative style adds character and contrast across menus, signage and packaging. The tone of voice is confident, real and a little bit cheeky, leaning into appetite and attitude. Visually, the design system pairs bold colours and type with graphic elements like ingredients and retro Italian references — fresh, playful and instantly recognisable.
My role
Led naming, brand strategy, tone of voice, visual identity, creative direction, signage and rollout across packaging, social and interiors.