Bold Flavor, Bigger Personality

Brand identity and visual system for a Chicago deep-dish pizza spot

2025

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This branding project brought big flavor and big energy to a Chicago deep-dish pizza concept. From logo to uniforms to truck graphics, I built a full visual identity system that felt bold, modern, and unapologetically fun, just like the pizza.

The Challenge
The goal was to create a unique and ownable brand that could stand out in a saturated food scene. It needed to feel contemporary and energetic, with enough flexibility to stretch across menus, merch, social, and packaging without losing consistency or visual punch.

What I Created
I designed a full identity system, including:

• A custom logo and bold color palette

• Menu layout that balances flavor and function

• A bespoke illustrated pattern and graphic icons

• Branded employee uniform tees and truck wrap

• Social media templates

• Print collateral like pizza boxes, bags, and liners

Every detail was designed to feel cohesive, expressive, and full of personality — with a strong emphasis on type-led design and playful illustration.

Tools Used

• Procreate (brainstorming and preliminary sketches)

• Adobe Illustrator (logo, pattern, typography, brand assets)

• Adobe Photoshop (mockups and visual presentation)

The Outcome
The final brand system felt lively and instantly recognizable with a tone that was both stylish and crave-worthy. The visual identity gave the business a strong, memorable presence across physical and digital touchpoints, from the pizza box to the street-facing truck.

Design Note
This project was a total joy to design. Building a full system around bold type, high-energy color, and layered illustrations let me flex both my creative range and love of storytelling through branding. It’s the kind of work that reminds me why I love crafting identities from the ground up.