Fall 2016 – Summer 2017
Logo Rebrand, Packaging, Illustration, Copywriting, Strategy, Booklet Design, Print & Stationery, Apparel, Mural & Signage
EXPERIMENTAL GRUB WITH JERSEY ATTITUDE
An iconic New Jersey establishment, Tony Boloney’s has been serving up handmade, experimental grub since 2006. Their clientele have come to expect the unexpected; a vast menu of constantly changing pies and subs that thumbs the nose of every “classic” pizza shop. Whether it’s their genuine Jewish grandma’s brisket recipe, or the vegan/moroccan roasted cauliflower pies – choosing can be a truly daunting, culinary adventure. Just whatever you do, don’t ask for a cheese pizza because it’s “just too boring to look at...”
The owner and founder, Mike Hauke, has built up a cult following around Tony Boloney’s but felt that the brand needed an evolution to reflect their ‘in your face’ food culture. Featured in over 1000 publications and TV spots, it was important for Mike to keep familiar elements of the former brand while pushing the rebrand with supporting illustrations and copywriting. Through our design discovery we cultivated a brazen yet playful brand language that lays it on thick with that famous Jersey attitude.
We knew from the start we needed to keep the wordmark as script lettering, but we also wanted to modernize it. Drawing inspiration from graffiti and neon signage, we crafted a mono-weight logo that expands and condenses in a variety of mediums, including social media and packaging. We retained the spirit of the old brand's color palette of black, white, and blue, however, we opted to update the color scheme with pops of a secondary palette of bright, neon colors.
PHYSICAL SPACE & MENU NAVIGATION
One of the first things we tackled was the redesign of the Hoboken shop, featuring a 24 foot mural and new menu board design system. The mural features unique illustration and copywriting designed specifically for the Hoboken patrons coming in with the munchies after a night out on the town. The previous menu board was a “clusterf*ck” of outdated items written out in chalk. We used the limited space to direct customers to Tony’s top menu items that can be easily changed every season. It was important that the menu help even the most indecisive person quickly choose from the multitudes of options and varieties.
MORE THAN JUST A MENU
Tony Boloney's full menu is a force to be reckoned with. Having over 130 individual menu items and several ordering variations – we decided that it deserved more than your typical trifold layout. We decided to use a booklet format for a little more visual legroom. We were also tasked to re-organize the content and create a key to help customers with vegan and vegetarian options. Peppered throughout the menu are brand illustrations and quirky comments from “Tony.” The overall effect is a colorful guide to the taste adventure you’re about to embark.
CONSISTENT PACKAGING SYSTEM
Experimental pizza deserves an experimental box. So of course we designed a fully functional board game “Slice, Vice, & Dice.” Monopoly meets “Kings”, the 18 inch box features 26 unique rules and illustrations for those late night pizza parties. For other pieces of the packaging system, we developed an illustrated pattern that brings together various elements of the Tony Boloney’s brand. These pieces include fountain drink cups, small pizza boxes, and sub wrapping.
FOOD TRUCK DESIGN
We also had the pleasure of designing Mike's popular food truck. It was a great opportunity to bring the brand language outside of the shop and onto the streets. Nobody is safe in the greater New Jersey area!
Follow through is important and we continue to partner with Mike to expand Tony Boloney’s to new locations and design an ever growing list of apparel, marketing materials, and packaging.