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Oath

SWEET CHEESES THAT’S GOOD.

Breakaway created Oath Craft Pizza from the ground up alongside a pizza entrepreneur with a dream, a technology, and a hell of a good tasting pie. The product was amazing, but help was needed to create a brand and build the business. Turns out we’re really good at eating pizza. It was a match made in heaven’s kitchen.

While the entrepreneur toiled away fine-tuning his amazing handcrafted pies, we went to work creating a brand that would elevate the common pizza. Everything from the name to the brand aesthetic to the materials used in the build-out was put under the microscope. We promised ourselves we would always do what’s right for the brand. The right ingredients. The right attitude. What’s right for the employees and the community. That was our promise. That was our oath.

That was our name.

BRAND IDENTITY

Breakaway created the name Oath and defined a new category dubbed “craft pizza” to reflect the small batch feeling of the experience. 

BRAND STORY

The soul of the brand. 

BRAND IDENTITY

A sophisticated color palette coupled with hand-drawn type representing Oath’s signature became the basis for the brand development. It’s both modern and human.

BRAND DEVELOPMENT

The charcoal gray color and graphic logomark created a unique and iconic look from day one. The irreverent brand voice is alive both visually and in small moments throughout the customer experience. 

MENU DESIGN & NAMING

The brand tone and voice are threaded throughout the menu. The manifesto brand story and fold out posters bring it to life. But not as much as names like the Muffled Trushroom and Spicy Mother Clucker.  

RESTAURANT SIGNAGE

Breakaway worked with the architectural firm to select materials including reclaimed wood tables, leaded glass signs, and distressed subway tile walls. Pops of cornmeal yellow throughout the restaurant enhance the muted charcoal gray and light gray brand tones. 

UNIFORMS AND APPAREL

Hats and t-shirts were designed with a higher calling to feel like an apparel brand rather than a restaurant brand. 

NANTUCKET T-SHIRTS

Breakaway designed a series of branded shirts for the Nantucket location that are being sold in the restaurant.

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