WEE VINCENT’S earns its street name.

Wee Vincent’s serves a New York slice from a Glasgow address, and the name does the work before the pizza arrives: St Vincent Street, shortened the way Glasgow shortens everything. The identity had to carry both halves at once without stopping to explain either of them.

One green, one off white, and a checkerboard that runs from the tablecloth to the trim on the box to the paper under the slice. The mascot is a pizzaiolo drawn at a single outline weight, eyes shut, moustache, a script V on the cap, so that he survives embroidery on a cap, a screen print on a tee and a vinyl cut on a tiled wall without being redrawn for any of them.

The wordmark is set heavy and condensed with the ® left in plain sight, because a wee shop on a corner registering its own name is the joke and the confidence in the same gesture. It repeats down the side of every box, so a stack of them in the window does the job of a second sign.