Godfather's Pizza is a fast casual pizza chain with a name and gimmick inspired by the 1972 classic "The Godfather," complete with a striped fedora-clad and cigar-smoking mascot. With a logo and visual language untouched since their conception in the 1970's, I sought to update their branding not to the 21st century, but to 1940's New York and the darkly glamorous world of their namesake — sans the Don Corleone caricature.