In 2017, I designed the logo & menu assets for a new pizza shop in downtown Grand Rapids, aiming to create an identity that echoed the classic form of the East India Trading Company logo. The concept was to position the pizza shop as an anti-establishment brand, offering unique options like in-house gluten-free & vegan crusts at no extra charge. The bold, graphic logo combined with the rebellious brand ethos made the shop stand out in the competitive downtown food scene.
