With lofty ambitions, Pitfire Pizza created a place where people could hang out, sip beer and eat from a delicious fast-casual menu, including less than expected pizza combinations like pear and date pizza. The brief was to produce a brand that looked like a skate shop crossed with a record store with a wood fire breathing dragon that created amazing pizzas. We used a bold color palette and a collection of quirky illustrations to drive home Pitfire’s commitment to the craft of pizza. We then extended it to every touchpoint, including to-go boxes, merchandise, stickers, website, and food trailer. The result was a fervent following that ate it up with a big fork and multiple store openings throughout southern California.
