Po5 Pizza
Lounge
& Bar
What started as a pizza-on-the-go shop, Gaslamp Pizza grew to a second eatery - Po5 Pizza Lounge & Bar - offering a dining experience with a full menu and cold beer. Situated in the historical Gaslamp Quarter of San Diego just a couple blocks away from the original downtown late-night staple.
In 2012, began a graphic design journey to rebrand the new local eatery.
contri
bution
role
Graphic Designer
responsibilities
Research
Design
Marketing
Full branding that includes:
• Logo
• Poster
• Attire
• Menu
• Packaging
contribution
role
Graphic Designer
responsibilities
Research
Design
Marketing
Full branding that includes:
• Logo
• Poster
• Attire
• Menu
• Packaging
challenge
Brand it up
When a client doesn't have a clear vision as to what they want to portray, it takes skillful dialogue to identify their needs and reach the best solutions for success. There were 3 primary challenges to contend with:
• The name Pizza on 5th did not allow for franchising possiblities the owner was planning for the
future.
• Create fresh, memorable signage and a brand people would easily recognize.
• Distinguish the new shop from the owner's nearby sister pizzeria, Gaslamp Pizza.
problems
solved
Giving distinction
In the rush to opening day, the client did not initially give thought to distinguishing themselves from their first pizzeria, so stayed with what they knew. What they knew was a bit outdated and much too similar to their other shop.
By using a shades of blue, which represents credibility, calmness, serenity and harmony, we were able to represent the stark difference between the fast and furious sister shop of pizza-on-the-go to the new shop which was more of a calm, stay-a-while atmosphere.
What's in a name?
Playing off the restaurant’s official name, Pizza on 5th, shortening it to 'Po5' sprouted a contemporary variation of the name which could now be used for future locations (“Pizza on 5th” wouldn’t align with a pizzeria on Main Street, now would it?)
By adding Lounge, the name tied into the stay-a-while feel the owner's were going for. Later when beer was added to the menu '& Bar' was playfully added at a tilt.
outcome
Modernize to recognize
Po5 Pizza Lounge & Bar quickly soared to the top of the downtown eatery scene. Easily reconizable and easy to remember, Po5 became a buzz word for family dining and late night eats.
finale
Type, type, typography
Bringing the logo to life was fulfilled upon adding a playful type to complement the geometric format of the main design. Scouring the internet, no font matched the unique handwritten style drawn on the original sketch.
And so a new type was customized.
Hot and ready to deliver
