Joseph’s Pizza is the oldest pizzeria in Jacksonville, Florida; opened in 1956 as part of the early boom of pizza places around the country. After “Joseph” Bateh passed away, his wife, daughters, and granddaughter, continued to manage the restaurant, growing his legacy to two locations.
With a small electrical fire at their original location as motivation, and their 60 year anniversary on the horizon, they hired local architecture firm Content Modern to begin a full renovation of their interior, and engaged Temper to work in parallel to redesign their brand identity. The restaurants have a loyal customer following, that for decades, have made it a local dining tradition passed on from generation to generation. Maintaining that nostalgia was a key part of their brand goal. The family knew that refreshing their space and brand would pull in a new, different clientele, but they didn’t want to compromise their history or alienate their loyal customers.
By interviewing the family, we gained insight into their history, story, and vision for the future. Our time spent with each family member revealed key elements of the Joseph’s brand that centered on nostalgia for family and food as well as the sense of belonging that comes from sharing a meal with those closest to you. We also researched competitors in the area and the qualities that make Joseph’s unique. We presented suggestions for their brand belief, a comparison of other restaurants in their space, and strategies for differentiating themselves in a crowded market. From a visual standpoint, we felt that mid-century modern influences, from typography and colors to overall style, fit well with Joseph’s past and could carry the brand into the future.
The primary inspiration landed on mid-century modern influence and that drew from the original sign that hung above Joseph’s for decades. With that direction, our design system took stylistic cues from the type and colors of the 1950s and 60s. The inclusion of these elements captured the nostalgia the family wanted to protect while simultaneously introducing a friendly, modern style that would give the brand room to grow. With a system in place, we implemented it throughout the key touch points of the restaurant: menus, apparel, packaging, interiors, and of course, their online presence.
The renovation and rebrand received lots of press and praise. Joseph's Pizza continues to be a staple destination spot, with a brand that welcomes old and new customers alike.