Da Legna
Creative Direction
Brand Identity
MERCH
EMPRSS was brought on to develop Da Legna’s original identity — from the core logo to the now-iconic “I 🍕 New Haven” mark. A nod to the classic “I ❤️ NY,” the campaign quickly became a local favorite, extending across menus, apparel, and brand merch — a bold visual system that still lives on through Pizza OG.
Da Legna Logo
The original Da Legna crest combined old-world craftsmanship with New Haven grit. Featuring a hand-drawn eagle gripping a pizza peel, the logo paid homage to the restaurant’s dedication to preserving the trade — a mark of pride, power, and tradition.
