At the request of Potluck Hospitality, I had the opportunity to explore the brand identity for a New York City-inspired pizza shop. Each concept was crafted to reflect different, distinct aspects of the city, offering unique experiences to the customer.

The first concept embraced the charm and warmth of traditional New York pizza shops, invoking a sense of nostalgia while still appealing to a modern crowd. It fused timeless design elements with contemporary touches, creating a space where both old-school and new-age pizza lovers could feel at home.

The second concept delved into the raw, gritty aesthetic that defines much of the city's unfiltered urban culture. This design catered to those who appreciate authenticity and edge, with bold visuals and industrial elements that mirrored the streets of NYC.

The final concept took inspiration from the grandeur of Grand Central Station, blending luxurious design details with the approachable, casual vibe of a pizza shop. The goal was to elevate the dining experience, capturing the magnificence of a landmark while keeping the essence of comfort and community.

Each concept represented a different facet of New York City, allowing the brand to connect with diverse audiences while staying true to the city's spirit.