Imo’s Pizza

Clayton,  Missouri

In 2018, V Three Studios partnered with Imo’s Pizza, a local favorite for St. Louis style pizza, to develop a new prototype design that would visually unify all new and existing franchise locations. The goal of this initiative was to present a consistent brand message to all Imo’s customers, regardless of which location they visit. V3 collaborated with several company leaders and franchise owners to outfit the new restaurant interiors with simple, high quality materials and bold color combinations that evoke a more upscale look than a typical chain restaurant. 

For the pizzeria’s new location in downtown Clayton, Missouri, the design standards developed by V3 were applied to a newly constructed takeout-only lobby and accompanying kitchen. Despite having no seating, the restaurant’s corner location, large windows, and ample ceiling volume allowed the design team to create a spacious and striking interior. Guests arriving at this new location are greeted by a bold, minimal point of sale counter with overhead LED menu screens, while those waiting for their order can enjoy panoramic views of Clayton’s bustling Maryland Avenue.