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General Assembly debuts new branding

Toronto-based restaurant chain and frozen pizza company General Assembly Holdings has redesigned its website at <>. The consumer site offers the company’s frozen products for sale. The redesign includes a new visual style, colour palette, typography, illustrations and logo. The new branding will also be used on the company’s other communications materials.

“We needed a brand that could go everywhere with us and meet our pizza lovers wherever they are,” said CEO Ali Khan Lalani. “From the retail shelf to doorsteps, to pop-up pizza experiences and, of course, our restaurant. The new GA brand exemplifies the versatility we need as we continue to scale and take pizza to new heights. Expanding our offering and developing a consumer packaged goods line created new consumer touchpoints and sparked new conversations around how our brand should be experienced. Our new system is as bold, maximal, and fun as pizza is to all of us.”

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