Setting roots for a roaming delicacy

for Wood Fired Pizza

The Situation

The Wood Fired Pizza Truck brings its pies to the people, roaming the open road equipped with a custom wood-fired oven that sits unassumingly on the bed of a 1956 Ford truck. The pizza was hot and business was booming. Talk of a permanent location was in the works. It became apparent that a solid logo for both the truck and the shop along with a full-blown identity was needed to scale up.

Our Approach

The identity draws inspiration from the design of the truck itself, incorporating shapes from classic cars. The pizza bolt icon is a nod to both flash-baked pizza and the original Ford lightning bolt logo, seen on the front of the truck. The result is classic, strong, American, artisan with just a little bit of James Dean. The system includes a logo, website, memorable business card coaster, truck graphics, matches, and custom pizza takeout boxes.