From the mid 1800s into the 1980s, the neighborhood of Hell’s Kitchen was known for rampant gang violence, race riots, prostitution, and poverty. 

Its close proximity to Times Square and the theater district makes Hell’s Kitchen a haven for actors, artists, and musicians. Hell’s Kitchen, as a result, has a unique, quirky, and colorful spirit. Left: The inflatable devil that marks the entrance to the Hell's Kitchen Flea Market. Right: An incredibly life-like zombie outside an Off-Broadway Theater.

The current Hell's Kitchen Pizza may look gritty and tough on the surface, but it lacks a compelling story to give the brand meaning, depth, and authenticity. Although their outrageous menu items like the Mac N' Cheese Pizza and the Hellfire sets the restaurant apart from other traditional pizzerias in New York, that bizarre aspect of their personality is not pushed far enough to attract attention beyond the temporary.  

The colorful and illustrative visual vocabulary of circus and carnival sideshows is the perfect vehicle to showcase Hell’s Kitchen Pizza's bizarre and irreverent personality. 

The new Hell’s Kitchen logo needs to be as weird, loud, and irreverent as the pizzas they serve.

Thousands of Hell's Kitchen Pizza stickers are printed and posted all over New York City.

New York hosts many food fairs and festivals throughout the year, most of which are held outdoors in high traffic public spaces. Hell's Kitchen Pizza will serve its outrageous pizza creations in these food fairs, but do so in a way that is spontaneous, fun and engaging.

Spin-the-Wheel - Each number on the wheel corresponds to an item on the Hell's Kitchen Pizza menu. The player spins the wheels. The number the tongue selects is the pizza slice you get. No complaints and no redos.

The High Striker - The player strikes the bottom lever using a mallet. If the lever is strick with enough force, the pepperoni puck will rise high enough to hit the bell at the top. If the bell is struck, the player gets a free slice of pizza.

Knock Down Game - The player throws any number of balls to knock down Hell's Kitchen Pizza tongues. For every tongue knocked down, the player receives a free slice of pizza.

Before

After

Cards are dispensed from the fortune teller booth outside the store. On the back of each fortune is a portrait featuring one of many members of the Hell's Kitchen Pizza Family.

Fortunes

Hell's Kitchen Pizza Characters

Front and Back

Interior Wall Display

In-store Menu Banners

Napkin Holder

Before

Straw and Cups

Plates

Take-out Menu_Front and Back

Some pizza boxes contain a special surprise.

Necktie and Pacifier

Party Horn

Tshirts