Edd Martin, founder of Soul Dough, got in touch to talk everything and anything pizza or truck related. The brand needed an identity to reflect the dexterity and simplicity of the business model. It was to be clean cut and refreshingly modern.

In keeping with the brand’s simple format we explored ranges of fonts and unique letter customisation. The chosen route was one built of soft and yet sophisticated lettering with a memorable pizza slice symbol being extracted from the ‘soul’ of the brand name.