The Beginning
Prefetto started as a work of performance art, based on an instructional work on how to make a pizza. Inspired by the words of Patrick Thomas 'If you want to make work about the real world, use the real world.' The first pieces of accompanying artwork for this project came as promotional materials for the limited performances. However began to take a much larger role within the narrative of the work when the outbreak of Covid-19 in 2020 caused the performances to be cancelled.
Original Promotional material
Development
With the work no longer being strictly a piece of performance art I began to explore how I could take this concept further. Looking at the wide range of pre-existing material used in the branding and marketing of fast food brands I played around with items like; menus, posters, ordering apps and delivery trackers, character mascots as well as using some of the artwork for apparel.
Drop 1
The T-Shirt Design for the first drop, was inspired of the original Prefetto logo, and was sold via and printed by EVERPRESS
Drop 2
A year later I returned with a second shirt entitled "Crew Members Shirt'. This second drop was another development as Prefetto, introduced a team to join the original mascots and saw the return of an updated menu and accompanying promotional material
Drop 3
For the 3rd drop, Prefetto made it clear with its design that it was in support of UK Food Banks with the title "This Shirt Feeds People" and again developed it's supporting materials. This time bringing the Prefetto Pizza store to life as this drop made the most of video focused content.
Further Supporting Material
Between main drops Prefetto has still had a defined presence on social media, with a selection of more creative additions such as Halloween Feast, a Cluedo inspired mini game/giveaway and a stylised parody of Buckaroo
