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: red, white and green palettes, cartoon chefs, nostalgic nonna storytelling.

Starting with the brand strategy, I positioned Bay Pizza Lab as the "anti-Italian" brand: rejecting heritage and tradition tropes in favour of precision, innovation and simplicity. I defined the mission, vision and values, and built the messaging framework, including the tagline "Dedicated to the dough." From there, I created a visual identity that mirrored that same rigour: a stripped-back black-and-white palette, bold modern typography, and minimal layouts, carried through to the frozen pizza and panettone packaging.

Finally, I developed the marketing and activation strategy — 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.