Parmigiano Pizzeria & Deli

Background: A New York based pizzeria and deli located in Brooklyn. They are a relatively new establishment and specialize in unique, custom pizza creation. The prices are low, making this a great place for families and groups. Their founder, Scott Russillo (aka Papa Parmigiano) is originally from Italy and enjoys sharing and making traditional cuisine with a modern twist.

Overview: Parmigiano is looking for a complete overhaul of their logo, branding, and menu. They want something modern, easily recognizable, and fun.
Goal: To Attract new business and provide a better menu experience for their customers. The current menu is a chalkboard that sits atop the counter.

My first challenge was creating a menu which would work for Parmigianos markets. I went through various ideas that would entice new customers and returning customers, allow for an upbeat and fun feel, and stimulate appetite with bright colors.

I decided to then stay with the theme of the current menu which is handwritten on a chalkboard, with incorporating a chalk themed font. I felt like this would also create the fun feel necessary for the message and tone. The black background makes for a great way to make the font and colors in the images pop to create eye catching colors.

As for the logo, I wanted to keep it friendly, simple, yet recognizable. My idea was to create the illusion of what could possibly be Papa Parmigiano himself.

The cover needed to bring new customers in while staying to the needs of the company.

So I went with a less clustered cover, having the name, logo, an image, pertinent information.

Went with a bold chalk font for the
restaurants name and discarded (pizzeria and deli).

Placed logo in the center for better recognition.

Wanted to entice the customer with the one dish that Parmigianos is popular for, PIZZA!

For the menu pages, I chose the lighter items, appetizers and sandwiches, to be on the same page, allowing the pizza to be the main attraction on the next page. I finished the concept with specialty pizzas and beverages. Bringing in images of menu items from each topic allows for the audience to feel invited in to look and see more.

You will see a faint wallpaper in the background of each page here after, which I drew in illustrator and lowered the opacity on.