I-AM created a tremendous brand for us. Throughout the project, we continued to be impressed by their level of service, care, understanding and availability
Annabel Wheeler Founder

NY Fold Brand Creation & Interior Design

When US expats Michael and Annabel Wheeler decided to open a pizza joint in London, they came to I-AM to develop a concept that matched their big ambitions. Not only did they bring the traditional Big Apple slice to these shores, but also 6 times world champion pizza maker Bruno DiFabio. The result is New York Fold, a popular and striking addition to the Charing Cross area.

The idea of the fold was taken from the way New Yorkers eat their pizza – no knives or forks required – and this design intent is carried playfully through the branding and interiors. There are geometric angles in the structure and folded corners on the tables and menus, amongst other features.

This is set against exposed brickwork, urban photo scenes and cozy nooks – NY pizzeria style. The discernable eye might also spot the palette of New York taxi yellow and monochrome, the brown paper takeaway bags and a printed glass impression of the iconic subway map.

The result is vibrant restaurant design that brings incredible tasting and obsessively authentic New York pizza to the UK.

Awarded 4 stars by Time Out.

What we did

Name Generation
Brand Strategy
Brand Identity
Brand Application
Interior Design