Sour Joe's pizzeria

According the the owner of Sour Joe's, you're a true pizza connoisseur if when asked what your favorite kind of pizza is, you describe the crust, not the toppings.

Formerly known as 'The Pizza Project', we assisted the owner of Sour Joe's with conducting market research and proposed a new name for the business. As a sourdough pizzeria, they had a unique position in the local market, and to showcase their product.

Greg, the owner of the Pizzeria, calls his sourdough starter 'Joe' so the name Sour Joe's fit perfectly.

To make the branding classic yet unique, we worked on a custom hand-lettered mark that could easily translate to signage, packaging and merchandise.

Project scope