Sal's Pizzeria

About: Sal's Pizza is a vibrant Sicilian style pizzeria first opened in 2010. They serve award winning food for a loyal day crowd and crank up the volume for a bustling bar crawl.   

Services Rendered: Brand Design  
/ Sign Fabrication
/ Menu Fabrication
/ Promotional Material
/ Apparel Design
/ Mural Design

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"Crank it to 11!: Pizzeria Volume Amplification."
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After its sale in 2016, a lack of passionate leadership left the pizzeria with a broken aesthetic and declining sales. Following years of neglect, the business was sold again. The incoming owner turned to Break Loose Arts for a total brand overhaul to breathe new life into the historic spot.

Volume Level 1: Logo Update
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After years of relying on a low-res, pixelated JPEG, the client’s original vector files were completely lost. We stepped in to rescue legacy branding, first recreating the original logo from scratch in Illustrator to make it crisp and scalable again. We then designed a fresh, updated version so the brand could use both styles interchangeably. 

We chose a mosaic tile backdrop to merge art with pizza. The visual theme mirrors the food, celebrating how every pizza is inherently a rich mosaic of flavors.

Volume Level 3: Promotional Assets

Cool Cat Screen Printed T-shirt drop for the Cotati Accordion Festival.

Volume Level 6: Signage
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Next, we designed and hand-painted the shop’s signage. This aesthetic immediately signals deep care for the brand. While competitors skimp on cheap alternatives, the true mark of commitment is found in the personal touches.

Double sided blade sign weatherproofed for street entrance. 

Next we built up and sketched out a double sided A-frame sandwich board for street visability.

Hand-painted front and back. We repurposed the mosaic pattern into a TETRIS pattern to make it playful and structurally sound. The owner strictly instructed us not to finish the bevels on the upper yellow squares, intending it to serve as a visual symbol that their work is never truly done.

Funky Town! To cover this customer-facing refrigerator, we created a memphis milano inspired color facade with buzzwords and a pie chart for a modern-retro look.

"Its getting louder"
Volume Level 9: Custom Menu Board
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The original menu board was in shambles. Once the new menu items were locked in, we built, hand-lettered, and installed a custom chalkboard menu to replace it.

MAXIMUM VOLUME: The Mural
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The owners wanted an extremely bold Pop Art mural to go behind the bar. They chose the Trinacria, the historic symbol of Sicily, which features three bent human legs in a triangle surrounding Medusa's head and ears of wheat. They loved the idea that Medusa acts as a stand in bartender.

Trinacria reference

1st concept drawing was a reject, "turn it up louder!"

The owners wanted something more Pop Art and dimensional. We offered this sketch, and they were sold.

Just some facial refinements to resemble the owners wife.

We developed multiple color mockups before final selection.
​We utilized a neo-traditional color block split across Medusas face to maximize eye contrast and turn the patrons to stone. The red did double duty by bouncing the ceiling color. 

​While the initial plan was to paint the entire mural directly onto the wall...
​we decided on a dynamic alternative: a backlit, floating woodcut for the wings and head to create depth.

Encore.

Check out the timelapse!

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