Dough Eyes

Proposition
Pie-eyed Pupil of Pizza
Year
2026
Brand
STRATEGY
BRAND IDENTITY
MESSAGING AND TONE
ILLUSTRATION
SIGNAGE AND WAYFINDING
Digital
TOOLKIT
WEBSITE
SOCIAL CONTENT
TEMPLATES
Dough Eyes business cards, orange logo side and embossed cream reverse with opening hours
Dough Eyes merchandise. Maroon T-shirt.

There are very few loves like the love of pizza. Dough Eyes is a business built on such a love; a pie-eyed love of pizza. With a restaurant and a slice shop in Victoria BC, the team at Dough Eyes know that there are always more reasons to love pizza.

Drawing inspiration from their signature sourdough starter Apricot Junior, we built a delightful identity that welcomes and woos you towards a perfect slice. Apricot Jr. is (k)needy, he needs to make pizza, he needs to be near it, he needs YOU to eat it. A hypnotic graphic language and outrageous choice of type evokes a sense of hysteria, the sort that overtakes you when you love something as much as Apricot Jr. loves pizza.

Apricot Junior, the Dough Eyes mascot. Kid’s colouring set example.
Dough Eyes branded crayons for Kid’s colouring set

Dough Eyes pizza box, checkerboard sunburst print reading Hurry up and eat me
Apricot Junior ice cream tubs stacked, Dough Eyes logo and Apricot Junior artwork.
Ice cream scooped into a Dough Eyes cup printed with Apricot Junior

Dough Eyes keyring shaped like Apricot Junior, on a green carabiner
Dough Eyes shop window, logo and opening hours lettered on the glass