Pizza Meets Pixels: The Retro Rocco’s Brand
Overview
Retro Rocco’s Pizza is a personal passion project that brings together two lifelong loves, pizza and classic gaming, into a fully developed brand concept. Designed as a retro-style 1980s pizzeria, the restaurant is imagined to attract guests ages 8–45 by channeling the playful, wacky energy of Saturday morning cartoons and arcade culture. It invites people to relive or discover the vibrant spirit of the 80s in a fun, nostalgic environment.
Role and Responsibilities
I led the brand identity development from concept to execution. This included designing physical and digital touchpoints like packaging, interiors, merch, uniforms, and social media presence. I created the brand mascots, Rocco the pizza pie and his crew Fizzz, Roni, Parm, and Zest, who embody the restaurant’s fun-loving, high-energy vibe.
Creative Process and Approach
I anchored the visual identity in 8-bit pixel art, vintage fonts, and a palette inspired by the Italian flag and golden cheese tones.
Each mascot was designed to feel like a character from a lost 80s cartoon. I mapped out customer touchpoints in a clear sequence:
from first impressions at the storefront to lasting impressions online, ensuring every interaction told the brand story.
Design Solutions and Choices
The storefront sets the tone with neon signage and bold window posters. Packaging elements like pizza boxes and cups extend the branding with colorful, character-driven art and retro typography. Loyalty cards gamify the experience using pixel pizza stamps.
Wall art, uniforms, and arcade machines bring the cartoon universe to life in-store. Branded delivery vehicles and merchandise help
take the experience beyond the restaurant, while a colorful website and mobile content reinforce the brand digitally.
Challenges and Problem-Solving
The challenge was maintaining consistency while balancing nostalgia with modern relevance. To solve this, I created a system that uses recurring characters, color themes, and typography across all brand materials. Every touchpoint reinforces the identity, creating a memorable and immersive world.
Final Outcome and Client Feedback
Retro Rocco’s became a fully realized concept that blends storytelling, branding, and experiential design. It’s bold, fun, and instantly recognizable—a brand built not just for customers, but for fans. The project has been praised for its attention to detail, cohesive system, and ability to transport people into an era of fun.
Reflection and Key Takeaways
This project allowed me to flex my skills in brand world-building, character design, packaging, and experience design. It reminded me of the power of nostalgia and how thoughtful design can create joy, connection, and a sense of play across generations.
