Originally conceived as a class project, my brand audit and redesign initiative for Lou Malnati's pizzeria evolved into a personal endeavor driven by the opportunity unearthed during extensive research. Focused on revitalizing public interest in this iconic family-style restaurant, the project aims to enhance Lou Malnati's timeless appeal while modernizing its brand image. Through meticulous analysis and strategic insights, the redesign endeavors to preserve the restaurant's cherished traditions while introducing innovative elements to attract a broader demographic. By leveraging a blend of authenticity and contemporary design principles, the goal is to reaffirm Lou Malnati's position as a beloved culinary institution, catering to both loyal patrons and new generations of diners seeking memorable dining experiences.