The Project
Pizza Street is mobile food vendor, based out of Ajax, ON, serving incredible, artisanal cast iron pan pizzas at events and locations, like Riverdale Park in Toronto, or the Durham Craft Beer Fest. The owner came to me as a freelance client looking for a professional logo for his business.
Because their pizzas are unique, slow baked, and made with top tier ingredients, they needed a logo that felt welcoming, and bold. My job was to design a clean, recognizable mark that the client could easily apply across all of their physical and digital business assets.
Development Process
The best part of this project was the collaborative starting point. The client came to me with a rough, hand drawn sketch of what he envisioned for the logo. I love when clients bring their own ideas to the table because it gives us a clear direction from day one!
The challenge was translating that loose sketch into a polished, scalable vector graphic. I refined the line work, selected appropriate typography, and finalized a colour palette. I also made sure to provide the client with versatile variations of the logo, including a clean black and white symbol, ensuring they had exactly what they needed for different printing scenarios like single colour receipts or packaging.
Pizza Street original client sketch
Pizza Street black & white logo
Pizza Street final logo
The Payoff
Seeing this project come to life was incredibly rewarding. Handing over the final files is one thing, but seeing your artwork scaled up to cover a commercial vehicle really puts the importance of clean, scalable design into perspective.
The new branding gave Pizza Street a highly professional and memorable look as they hit the road to serve their artisanal pizzas from their zero-emissions truck. For me, this project was a perfect exercise in taking a client's raw idea, refining it with professional design principles, and delivering a real-world asset that directly supports their business growth.
Pizza Street owner, George Siscos, at the window
Side-view of the Pizza Street food truck with the service window open
Side view of the Pizza Street truck with the logo fully visible
