OVERVIEWCraft is what allows great ideas to survive the real world.
Strad Pizza gave me the opportunity to help establish the visual presence of a brand-new restaurant. Building from an existing identity, I developed production-ready packaging, promotional materials, and an editorial feature that introduced the brand to the enthusiast community it was built to serve. Working directly with manufacturers, I navigated the technical realities of production while preserving the bold personality that made the brand distinctive.
BEYOND THE BRAND GUIDE
The best packaging feels effortless. Getting it there rarely is. Every package had its own technical constraints, but together they needed to feel like they belonged to the same bold, energetic brand; ranging from a full pizza box to a collector cup that someone will take home. Working directly with manufacturers, I refined dielines, solved full-wrap artwork challenges, and navigated the production requirements that come with food-safe packaging.
This project reinforced something I've come to value throughout my career: the best production work doesn't call attention to itself. It quietly protects the original idea, allowing great design to feel effortless once it reaches someone's hands.
Balanced bold creative direction with the realities of production
Partnered with manufacturers to refine production details, color accuracy, and custom dielines
Developed three rotating colorways to encourage repeat engagement while keeping the brand feeling fresh yet recognizable
BEFORE OPENING DAY
Worth Talking About
A great opening starts long before the first customer walks through the door. Every touchpoint leading up to launch shapes expectations, introduces the brand, and gives people a reason to care.
Alongside the packaging, I developed promotional pieces that helped Strad Pizza introduce itself to an audience already passionate about cars, design, and the community forming around both.
STRAD PIZZA
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STRAD PIZZA |
