While working at Yarn Agency, I was the lead designer on the brand evolution of Hell Pizza — a true national icon. The brief was to develop a bold, enduring platform for one of New Zealand’s most recognisable gourmet pizza chains.

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HELL has long been defined by dark, irreverent marketing. The challenge was not to soften that edge, but to anchor it in something more enduring and strategically cohesive. For the first time in its 25-year history, Worth Going to HELL for unified the brand under a single banner — articulating its uncompromising attitude, premium ingredient-led menu, meaningful charity partnerships, and fearless stance on issues worth speaking up about.

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The rebrand launched with a ventriloquist puppet fronting the campaign, signalling a new era while retaining HELL’s provocative tone. From there, we introduced a refined visual system to create a more premium and unified brand expression.

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I developed the new Brand Manifesto and Retail Guidelines, working alongside art direction by Rich Robson. I defined the updated visual language across retail and social media, building a cohesive framework that elevated the brand while preserving its rebellious core.