Fire Pizza Project

The Brief: In the heart of Los Angeles, Fire Pizza ignites the taste buds with its sparkling culinary passion. Founded with a passionate commitment to making exceptional pizzas, each slice is a symphony of flavors that dance on your palate. The wood-fired ovens create a culinary masterpiece, a testament to our commitment to quality ingredients and artisanal craftsmanship.

The Creative Process: This project was a rebranding of my very first brand design. I aimed to retain the custom type concept from the initial branding but refine it to be more eye-catching. For the logomark, I incorporated an illustration of a fire, with the 'I' in Pizza serving as the torch handle. By merging these illustrations, I also integrated the shape of a rounded pizza peel, aligning well with the brand’s identity, as they use wood-fired ovens to craft their culinary creations. I experimented with the flame

illustration's size and style to adapt it to various media. For example, in the billboard advertising, I made the flame into a filled object to use as a creative background for the pizza being displayed. For the packaging design, I modified the flame illustration by enlarging the inner flame to include space for the brand name and the website, following the flame's shape.