The Wood Fired Pizza Truck brings its pies to the people, roaming the road equipped with a custom wood fired oven that sits on the back of a 1956 Ford pickup truck. For this identity, I drew inspiration from the design of the truck itself, incorporating classic car shapes. The pizza bolt icon is a nod to both flash-baked pizza and the original Ford lightning bolt logo that is found on the front of the truck.
When Wood Fired Pizza Truck expanded into a shop, they asked us to update their identity and make a few changes. We exchanged the pizza bolt for the holy pizza trinity: a pizza paddle, a wheat stalk and a match. With the move to a brick and mortar storefront, I also designed some fun merchandise and tasty takeout packaging.
(Initial identity work done at Untuck with John & Amy Saal)
The WFPK shirts, designed specifically for the younger fans of WFP, issue a plea for pizza to be counted as a food group.
As it should be.
The box is designed to be pizza propaganda artwork—an ode to chowing down on the finest combination of baked dough and cheese that has ever been invented.