Brand Identity, Design, Art Direction

This was an absolute dream project to work on, in every sense of the phrase. Papa Danno's Backyard Pizza is an invite-only, wood-fired pizza experience in Orlando, Florida. I had complete creative control over branding, including naming, logo system development, color palette, packaging, uniform, and signage. For an Italian kid from Jersey, it doesn't get much better than that.

Ultimately, the goal was to capitalize on the quintessential local pizza joint elements that we all grew up on, but use them in modern applications. It's no surprise we decided to create a custom logotype. Run-of-the-mill typography couldn't possibly capture the essence of Papa Danno. The supporting caricature icon of the founder is so memorable, we realized that it was the only branding we needed to use on the pizza boxes. The color palette is a modern take on the green-white-red of the Italian flag, with a "charred crust" brown to anchor it all.

From there, it was more than easy to create the remaining brand assets and complete this extensive, cohesive Pizza brand the likes of Orlando has never seen before. Mangia!