How a Pizza Oven Made Us Rethink Brand Illustration

Every time I go to Orlando, I always end up eating at the same pizza place. I don’t go to that pizza place for the pizza.Okay—maybe a little. But really, it’s the vibe.

You walk in and instantly feel it: Stickers covering the oven like a scrapbook. A hand-drawn menu that looks like someone doodled it between orders. Staff shirts that don’t match, but somehow… totally do. It’s a mess, but it’s magic.

And that magic? It’s not just design. It’s storytelling. It’s illustration doing exactly what it’s supposed to do: making you feel something.

We left with full bellies and fresh thoughts about branding.

Let’s talk about that.

Illustration = Emotion

Here’s the thing: illustration isn’t just decoration. It’s not filler. It’s feeling.

It can be raw, weird, nostalgic, rebellious, gentle or overly futuristic. It’s human by nature—handmade, imperfect, alive. And when used well, it taps into places logos and photos can’t always reach.

Take Ben & Jerry’s. Would the brand be the same without that cow in its field? Their illustrations are the core of the brand identity. They make the brand feel playful and grassroots. It’s ice cream, yes—but it’s also activism and joy and big cow energy.

Or Red Bull — Their cute, 90s handmade cartoon illustrated world is instantly recognizable. They make me think of the children's books I was reading as a kid. Whether it's an animated ad, or a print, it all speaks the same language: fun, daring, a little absurd—and totally on-brand.

Red Bull GIF by Deborah Haupenthal

Or Headspace—calm, soft characters guiding you without judgment. It’s therapy with a pastel smile.

Headspace illustrations by Karen Hong

And festivals in general —ever notice how the posters, merch, and stage visuals are all one illustrated universe? It’s not just hype. It’s a mood. A world. A story.

Governors Ball illustrations by Burn and Broad

Illustration has roots in culture—zines, graffiti, gig posters—and when brands tap into that, they borrow some of its energy. It can feel underground, collectible, or straight-up iconic.

So... How Do You Use It Well?

This is where it gets real. Illustration is powerful, but only when it’s intentional. Here’s how we think about using it:

Tell a story.If it doesn’t add meaning, it’s just noise. Good illustration deepens the narrative—it says something. Think about Red Bull. The whole point of the brand’s fun cartoons is to always push the same message “Red Bull gives you wings”. The same witty idea expressed over and over with a different illustration each time. I dig it. It’s creative and weird enough to be unique. 

Be distinctive.That cute style trending on Dribbble? It’s great—for someone else. Your brand deserves its own visual voice. Your illustration should be the pure expression of your own personality and not your neighbor’s one. 

Deezer illustrations by Daniel Batista (rebranding by Koto).

Match your vibe.Whimsical? Cool. Clinical? Also cool. Just don’t fake a tone you don’t own. Illustration should amplify your brand voice, not pretend it’s something else.

Think long-term.Great illustration grows with the brand. Can it evolve over time? Can it stretch from packaging to swag to app screens? Future you will thank you. It’s like tattoos. Do you really want to mark your skin for eternity with that illustration that feels so Spring 2025? Probably not, because it will look so outdated in Winter 2026.

And please—for the love of design—don’t use off-brand stock illustrations just to seem “fun.” People can tell when it’s not real.

The Dinner Ladies identity by Universal Favorite

A Quick Gut-Check

Here’s a cheat sheet we use with brand teams when illustration’s on the table:

• “Does this reflect our tone and personality?”
• “Does it tell a story our audience actually cares about?”
• “Would this feel at home on a sticker, hoodie, or loading screen?”
• “If someone saw this on its own, would they know it’s us?”

If you’re getting yeses, you’re on the right track.

Yellow bird identity by Gander.

Where Illustration Works Hard

We’re big believers in illustration as a flexible, high-impact tool. It can pop or whisper, scale big or hide in the corners. And when it’s good, it always carries the brand tone.

Here’s where it shines:

• Websites (hero visuals, scroll storytelling, error pages that don’t suck)
• Social (announcements, vibes, behind-the-scenes)
• Email (little moments of delight)
• Product UI (onboarding, loading, empty states)
• Swag (T-shirts, stickers, notebooks people actually want)

Illustration lets you create a visual world—one that invites people in and makes them want to stay.

Black Bee Honey identity by OMSE

Back to the Pizza Oven

So yeah. That pizza spot.

It stuck with us—not just because of the pizza (though we’re still thinking about that crust). It was everything else. The care. The personality. The visual story.

The stickers. The doodles. The shirts. They weren’t just random. They were signals. They said, we give a damn.And that’s what great branding does. That’s what illustration can unlock.

So here’s our challenge to you:

Start noticing.

Next time a brand makes you feel something, ask yourself—why?Was it the colors? The tone of voice? Or maybe… a tiny drawing in the corner that made it all click?

Chances are, illustration had a hand in it.

And if your brand isn’t using that tool yet—maybe it’s time to grab a pencil.