Classic. Strong. American. Badass. Custom. Cool. And just a little bit of James Dean. The Wood Fired Pizza Truck brings its pies to the people, roaming the road equipped with a custom wood fired oven that sits unassumingly 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.
(Work done at Untuck Design with John Saal & Amy Saal)