Babes is a mom and pop pizza parlor with a Unique Selling Proposition (USP), "Home of the Double Decker", and a near absent brand identity. The project was to create a brand manual along with all of the collateral. It began with research and the history behind it's existing brand. A brand identity, mission statement, positioning and vision statement were all established before executing any of the creative. Because of the strong history and presence Babe’s holds in the community, I felt it was important to keep the redesigned brandmark similar to the original. I incorporated the USP (Double Decker) in the logo, which I felt was important. Along with the brandmark, I created a stationery pack and other elements.