The brainchild of St. Louis restaurateur Chip Schloss, Firecracker Pizza & Beer is a celebration of lo-fi (and maybe even lowbrow) American attitude. The craft-casual concept blends unique handmade pizzas and a large selection of craft beer with fast, friendly service. Designed by TOKY, the brand’s identity is borne out of Chip’s affinity for vintage firework labels.

The Firecracker brand first came to life in an energetic exterior mural that echoes the pizzeria’s punk rock vibe with playful copy and illustrations. Designed by TOKY and painted by Scott Pondrom, this colorful corner has become something of an Instagram landmark for neighborhood visitors.

Throughout the restaurant’s interior, the brand creates a bang with energetic menus, packaging, glassware, neon signage, and more. Sharp-eyed diners will find bits of branding and clever copy tucked away in unexpected places, from the inside of a matchbook to the bottom of a pizza box.

With a full line of branded merchandise, diners can take home a slice of the pizza joint’s irreverent attitude. From Pie or Die patches to F*ck Yeah pencils and Too Lit to Quit tees, the Firecracker spirit is loud, proud, and a little profane — just like the neighborhood it calls home.

Packed with goodies and wrapped in firecracker-esque packaging, these special edition press kits lit the fuse for the restaurant’s grand opening. The PR push landed key placements in St. Louis Magazine, Feast, The Riverfront Times, and more.