merit
In 2020 Jodie Chavious was the head chef at a top end fine dining restaurant. Then everything closed and she started selling pizzas out of the bed of a 1960 something Ford F100 named Herman.
Now she is opening a restaurant that is not on wheels, but with the same ethos (affordable, local) and quality (excellent) as her pick-up-truck-born original.
This new ID was meant to bring the feeling of her truck pop-ups to her brick and mortor location.
Jodies truck was a huge "Now Open" sign. Customers would see the truck parked in at a brewery and would stop by for a pie. The challenge with this project was to create an Identity that had similar stopping power without feeling like an auto-parts store while leveling up the sophistication to fit with her Michelin star roots.
She's killing it, selling more pizzas than ever while gaining additonal revenue, with t-shirts, hats and totes.
