Owner, Kenny Howard started his career as a type founder, casting metal type. With this legacy, there are subtle typographic cues across the brand.

The visual identity carries an understated Italian flair with its blend of historical and contemporary design aesthetic. Brand typography is lead by Calibre (inspired by Italian type designer, Aldo Novarese’s Recta) and accompanied by wedge serif, Lovato. Further, the single color orange highlights the stability of the visual identity while maintaining the savory and flavorful qualities of the pizza and coffee.

The mark is loosely based on historical printer’s emblems and insignias.