Bay Pizza Lab

Bay Pizza Lab is a modern pizzeria and bar in Byron Bay, with a growing line of consumer-packaged dough-based goods—including frozen pizzas and seasonal panettone. At the heart of it all is a deep, scientific respect for the dough. By merging tradition and innovation, they’re redefining pizza—and other Italian staples—with a level of precision that’s both challenging convention and raising the bar.

In a market saturated with Italian clichés—red, white, and green palettes, cartoon chefs, and nostalgic storytelling—Bay Pizza Lab set out to stand apart. The challenge was to create an iconic brand and marketing strategy that reflected the founders’ commitment to doing things differently. This wasn’t about leaning into nonna’s kitchen. It was about capturing their precision, passion, and pursuit of perfection in a way that felt modern, confident, and unmistakably cool.

Working closely with founders Leonardo Giorgetti and Maurizio Gabbrielli, I identified an opportunity to position Bay Pizza Lab as the “anti-Italian” brand. We rejected familiar tropes of heritage and tradition, and instead built a strategy rooted in sophistication, innovation, and simplicity. I defined the brand mission, vision, and values, and created a messaging framework that included the tagline “Dedicated to the dough”, product names, and a range of brand phrases. The visual identity followed suit: a stripped-back black-and-white palette, bold modern typography, and minimal layouts that mirrored the restraint and sophistication found in the product itself—a look that’s distinctly different in a category full of visual noise.

To make Bay Pizza Lab the go-to pizza spot in Byron Bay, I developed a marketing strategy focused on the brand-savvy local. This included buzz-worthy events like All You Can Eat Mondays, strategic collaborations with local brands—including our ongoing Pizza Party series with Yulli’s Brews—and a content approach built on entertainment and shareability. The result is a brand that’s carving out cult status: trusted for its quality, loved for its attitude, and always top of mind when someone says, “pizza?”