Objective:
Create an innovative identity that captures the vibrant, eccentric and irreverent spirit of the restaurant, Hell’s Kitchen Pizza. Reinvent its existence and make Hell's Kitchen Pizza the next New York City phenomenon.
Description:
For this project, I borrowed the colorful and illustrative visual vocabulary of circus and carnival sideshow to best showcase Hell's Kitchen Pizza's bizarre pizza creations and irreverent personality. Taking into consideration the neighborhood's large artistic population and its close proximity to Times Square and the theater district, I wanted to create a restaurant identity that appealed to the quirky and colorful residents of Hell's Kitchen and shocked everyone else. And to be truly authentic about the spirit of the place, I hand-painted and drew everything.
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Logo Sketches
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Promotional Campaign
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Storefront
Before
After
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Business Cards/Fortunes
Cards are dispensed from the fortune teller booth in front of the store.
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Sandwich Boards
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Sidewalk Cellar
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In-store Decorations
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In-store Menu Banners
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Table and Stools
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Store Interior
Before
After
Pizza pies sit on the plates of the ferris wheel as it rotates. Enter the store and order your pizza from the employee at the ticket booth. The employee will then pause the ferris wheel so you can grab your slice.
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Straw and Cups
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Plates
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Napkin Hiolder
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Take-away Menu
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Pizza Boxes
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Hell's Kitchen Pizza Carnival
Unconventional booths at NYC food fairs.
Spin-the-Wheel - Each number on the wheel corresponds to an item on the Hell's Kitchen Pizza menu. The player spins the wheels. The number the tongue selects is the pizza slice you get. No complaints and no redos.
The High Striker - The player strikes the bottom lever using a mallet. If the lever is strick with enough force, the pepperoni puck will rise high enough to hit the bell at the top. If the bell is struck, the player gets a free slice of pizza.
Knock Down Game - The player throws any number of balls to knock down Hell's Kitchen Pizza tongues. For every tongue knocked down, the player receives a free slice of pizza.
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Souvenirs
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Website
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Interactive
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Project created in Brian Collins and Matt Luckhurst's "Designing a Phenomenon" Honors Branding Class at the School of Visual Arts.