Pizzatisfy

Pizzatisfy is a verb in disguise. Take satisfy, lift off its first syllable and drop in a pizza, and the word keeps its rhythm while gaining a topping. That matters more than it sounds. A verb describes something happening, and what happens here is the small, specific contentment of the first hot slice after a long day.

The tagline in the sketches says it plainly: 'Satisfaction, Served Hot.' The mascot says it with a face. A pepperoni slice grins out of the logo with two rounds of pepperoni for eyes, the sort of character a child would draw on a napkin and an adult would secretly enjoy. Bright red does the rest, so the brand can be spotted from across a street.

The concept images follow the whole delivery round: a red box, a red scooter with a branded top case, a red T-shirt on the rider and a red fascia over the shop. Another frame adds a coffee cup, a cap, a takeaway carton and a sachet of wet wipes printed 'Wipe. Smile. Satisfy.', a line I would keep for the pleasure of watching someone read it with greasy fingers.

Delivery is where a name like this earns its keep. A box that arrives warm at the door with a grinning slice on the lid is about as literal as branding gets.