Avenue Group

Sign with red cursive text that says 'Avenue' against a white background, mounted on a wall with wooden panels.

Undoubtedly The Bay’s greatest hospitality group.
—

Brand, packaging and positioning for Avenue Group

Our working relationship with Avenue stretches back to 2018, starting out selling pizza out of a bowling alley. Since then, we’ve worked on their many different iterations, with their business now expanding to control food programs at several bars, and operating their own restaurant, Lloyds.

Person with wavy hair, wearing a white T-shirt with red text advertising Avenue Pizza, standing in a bowling alley, facing away from the camera, with bowling lanes in the background.
A pizza box with a large red logo and the word 'Avenue' on it, placed on a red surface.

The original logo, designed for their original pizza restaurant, straddled a blend of New York and Neapolitan references, much like their pizza. We landed on a script logo that had a strong connection to baseball, something that continues in our work. It is a simple, but expressive mark, and the short hand ‘A’ icon screams personality.

A person wearing a white T-shirt with red text that reads "Avenue PIZZA 135 THIRTEENTH AVE TAURANGA, NZ 027-255-19-55", with their back to the camera in a busy indoor setting.

Primary Logo

Avenue script logo
Monogram for Avenue, with the A inside a cartoon slice of pizza.

Icon

Person sprinkling cheese on a rectangular pepperoni pizza in a cardboard box. Another pizza with mushrooms and green herbs in a similar box nearby.
Young woman with dark hair and tattoos sitting on a white park bench against a concrete wall. She wears a black oversized shirt with red text that says 'Avenue,' black pants, and black boots.
A person wearing a black oversized sweater with red text on the back, standing against a textured wall. The text reads 'SLINGING SLICES SINCE 2018'. The person has messy hair styled in a bun and is wearing black pants and black shoes.

As the brand naturally evolves, we’ve been there to help craft an intentionally piecemeal identity, with each touchpoint considered in isolation. Red links the various elements, but we don’t have an overly homogenous identity. This keeps us in touch with the original spirit of the business.

A digitally created image of a vertically aligned word 'PIZZA' in red pixelated text on a grid background.
A metal tray with a sheet of paper that has the word 'AVENUE' printed in red grid pattern, placed on a wire rack inside an industrial machine.
Person sprinkling grated cheese on a slice of pizza in a pizzeria kitchen.
Pink background with the word 'AVENUE' written five times in red pixelated font.
A chef wearing a white cap and glasses focuses on preparing food in a large stainless steel bowl.
A white pizza box with red decorations and the word "Avenue" on the side, resting on a red table.

Still operating as a pizza joint, but now also taking on the role of umbrella brand for the hospitality group, the brand flexes easily into this expanded role. 

Four screenshots of Avenue website over a background of a person cutting pizza.
Series of five mobile website screens for Avenue pizzeria, featuring menu, location, ordering options, promotional content, and sign-up form.
Close-up of a grilled cheese sandwich with roast beef, melted cheese, and pickles, cut in half and stacked on wrinkled white parchment paper.
A woman with dark hair wearing a gray sweatshirt celebrating Lloyd's League Champions 2024, standing against a textured wall.

Likely Suspects:
Josh O’Neill

Collaborators:
Photography by Tee Ship, Mon Omori, Phil Mountford & Sam Odea

Visit Avenue’s website