Chicago Dough Pizza Company

Derrick Lin


Design: Kyle Doody
Location: United States
Project Type: Student Project
School: Ball State University
Tutor: Shantanu Suman
Packaging Contents: Food Truck, Pizza by the Slice, Wings, Salad, Soft Drinks
Packaging Substrate / Materials: Paper, Styrofoam
Printing Process: Digital Printing

Chicago Dough has been making gourmet Chicago-style pizza since 1976. Operating in the Chicagoland area for over 40 years, the three locations are Richton Park, Bourbonnais, and New Lenox. Chicago Dough provides a variety of pizza styles and takes pride in using choice ingredients made to strict requirements.

The types of Chicago-style pizza offered are thin crust, double crust, deep dish, plus traditional stuffed and Calabrese pizzas. Although the full menu includes a wide range of other food items, the food truck menu was condensed to pizza, chicken wings, salad, and soft drinks to expedite the serving process. Aside from being my favorite restaurant, I chose to re-brand Chicago Dough because they are constantly getting involved and offering support to the community. This project was my chance to give back to them.

Growing up eating at Chicago Dough, I always took the name quite literally whenever I heard it. As a child I used to think, “What makes this dough from Chicago?” or “Do other cities make special dough too?” Although I laugh at the memory now, I used this recollection to help build my visual identity. I combined the visual components of pizza dough and the Chicago skyline to create a new logomark for Chicago Dough. The tall, condensed typography was chosen to reflect the tightly packed buildings found in the city. The truck wrap and packaging include a pattern compiled of Chicago skyscrapers, pizza ingredients, and other items one might encounter when visiting Chicago Dough. I also utilized bright, warm colors that were meant to be reminiscent of the colors found in pizza.

What’s Unique?
Chicago Dough takes pride in their community and the ingredients used to make their food. This identity blends the two most important components of this restaurant, the city of Chicago and pizza.