BAD DOUGH — Rebel Sourdough Pizza & Branding

Project description

BAD DOUGH is a rebel sourdough pizza brand rooted in urban street culture, designed to challenge traditional pizzeria conventions. Built around a 48-hour slow-fermentation process, the brand offers an anti-bloat, highly digestible crust paired with signature house-made dips. The visual identity merges brutalist typography, raw editorial flash photography, and an unapologetic street-art aesthetic to create a bold, high-contrast experience tailored for Gen Z and urban youth.