Bay Pizza Lab

Bay Pizza Lab is a modern pizzeria and bar in Byron Bay, with a growing line of packaged dough-based goods including frozen pizzas and seasonal panettone — all built on a scientific, almost obsessive approach to dough. Founders Leonardo Giorgetti and Maurizio Gabbrielli wanted a brand as precise and innovative as their product, one that broke free from Italian food's usual clichés of red, white and green palettes, cartoon chefs and nostalgic storytelling.

Working closely with them, I saw an opportunity to position Bay Pizza Lab as the "anti-Italian" brand. Rather than lean into nonna's kitchen, we rejected heritage and tradition in favour of sophistication, innovation and simplicity, and I built the mission, vision, values and messaging around that idea, including the tagline "Dedicated to the dough." The visual identity followed suit: a stripped-back black-and-white palette, bold modern typography and minimal layouts that mirrored the restraint of the product and stood apart in a category full of visual noise.

To make Bay Pizza Lab the go-to pizza spot in Byron Bay, I developed a marketing and activation strategy built around the brand-savvy local: events like All You Can Eat Mondays, a Pizza Party series with Yulli's Brews & Azteca Margarita, and premium social content that positioned Bay Pizza Lab as Byron Bay's pizza experts. Three years in, the brand continues to grow year on year, having earned cult status as one of Byron Bay's most-loved pizza spots.