Bellucci Pizza: Old School Slice Shop
Brand Identity
Andrew Bellucci of Bellucci Pizza in Astoria, NYC, approached me to create a brand identity for his slice shop. Featured in David Shapiro’s docuseries, Untitled Pizza Movie and Time Out New York, Bellucci Pizza has the soul of an old school slice shop, but with fresh, new slice concepts that feel at home in 2021.
Shaping the Visual Identity of Bellucci Pizza
Andrew Bellucci wanted the typefaces and color of Bellucci Pizza to reflect his slice shop’s old school Italian heritage. From this brief, I pulled a script typeface that was reminiscent of those you find at kitschy slice shops across NYC (“Bellucci”), and modernized the remainder of the logo with a wide-set sans serif (“Pizza.”) We landed on a classic red, black and cream color palette to be used throughout all assets.
