Fred’s is a pizza restaurant and microbrewery in Penzance, Cornwall, with a brand identity that captures the character of a timeless neighbourhood pizzeria while feeling fresh and modern. The design combines bold black and white visuals with playful hand-drawn illustrations, accented in vibrant red to bring warmth and a family-friendly feel. A custom logotype, inspired by vintage signage and letterpress, brings a sense of heritage and craft, while the refined palette keeps the look cohesive across menus, signage, and packaging. Versatile typography and a set of bespoke illustrations featuring pizza, beer, and octopus motifs, add a playful personality that reflects both the restaurant’s food culture and its brewing roots. The result is a distinctive identity that feels authentic to Cornwall while standing out as a memorable destination for pizza and craft beer lovers.