The Brief

Liv & Letdough Pizza Co. launched in 2026 as a mobile pizza trailer specialising in weddings, celebrations, and private events. With no existing identity to build from, Ddraig Studio was brought in to create the brand from the ground up something warm and characterful enough to fit a wedding day, but distinctive enough to stand out on social media and on the road.

The Approach

The name itself set the tone: playful, pun-led, and memorable exactly the kind of detail that gets shared and remembered by guests. We built the identity around that same spirit, landing on an emblem-style logo rather than a simple wordmark, since a badge format travels well across everything from stickers and menus to large-scale signage and billboards.

At the centre of the mark sits an illustrated vintage caravan-style trailer with a pizza slice above it, wrapped in a circular badge lettering "Liv & Letdough" along the top and "Celebrations • Weddings • Good Times" along the bottom instantly signalling both what the business does and who it's for. An "Est. 2026" strap line adds a sense of established craft from day one. Alongside the primary emblem, we developed a longer horizontal mockup ("Liv & Letdough Pizza Co.") for situations where the circular badge is too small or awkward to read, such as signage and billboards.

The palette leans into an earthy, elevated register sage green paired with warm cream moving away from the loud, primary-colour clichés of typical food branding towards something that feels more suited to weddings and celebration venues. A soft illustrated pattern of pizza slices, herbs, and ingredients gives the brand a hand-drawn, artisanal texture to use across backgrounds and packaging.

Bringing It to Life

The identity was mocked up across the full range of real-world touchpoints: pizza boxes with the emblem and "Liv & Letdough Pizza Co." printed along the edge, a full trailer wrap bringing the logo to life on the vehicle itself, Instagram and LinkedIn business profiles, and an early website concept for online recipes, offers, and a mailing list sign-up.

The Result

Liv & Letdough now has a complete, cohesive identity built for its niche from day one — an emblem badge diverse enough to work everywhere it needs to, with a warm, character-led tone that fits its role as a fixture at weddings and celebrations rather than a generic street-food van.