Music City Pizza

Services: Package Art
Design: Ligia Teodosiu & Edward Patton
Creative Direction: Joel Anderson

The Project

A music-themed pizza restaurant was about to open in Nashville, and they wanted their packaging and vibe to scream “Music City.”

The Challenge

Pizza is about savory flavors (and tasty beer). So our color palette had to evoke gourmet toppings while celebrating all the various genres of music that are popular in Nashville.

The Solution

We stuck with a bold color palette of black (from the charred wood oven) and gold (from the gold records and hot flames). The logo was in the shape of a guitar pick. The graphics on the boxes, menus and wall murals were all about rock, pop, country, and soul music. Heck, the menu was an actual vinyl record sleeve!

Concepts

We initially explored all kinds of musical shapes, but some were too limiting to a certain musical genre. Eventually, we landed on the universal guitar pick, used in almost every type of music Nashville is known for. Geometry sealed the deal when we realized that pizza slices and guitar picks both have three sides!

Packaging

Crude, bold, gritty line art felt like underground concert posters… so we used plenty of it on the packaging.

Wall Mural

Nashville is home to many cultures and musical styles. We wanted to be inclusive and explosive with the energetic mural art. We incorporated the gold and black branding colors and we added lots of savory, yummy, food, fire, and beer colors.