As part of a self-initiated design project, I challenged myself to redesign materials for the businesses of my hometown. Villa Maria is a pizzeria that was established in 1977.
I spent much of my childhood there, birthday parties, half days from school, calling in pickup orders. It was the only place in town that felt foundational, as though it had always been there.
Redesigning such a foundation part of my hometown felt daunting. I knew that I had to preserve it's charm. With that in mind, I simplified the logo, updating the typography, adding texture, and keeping it's signature round shape.
The existing menu lacked cohesion with the logo, so I integrated the established color palette and updated fonts, introducing a modern touch that also improved legibility.
The pizzeria's social media presence is focused on Instagram, so I developed mockups that highlight color, history, and behind-the-scenes moments. I also designed a staff shirt featuring the logo—simple, but still full of charm.