All-Purpose Pizzeria is located in the Shaw neighborhood in Washington D.C. which is packed with great places for food and drink. Our design had to be high-end and elegant enough to compete with other neighborhood staples, yet comforting and approachable. Working from a neon sign motif and custom lettering, the identity constantly balances the high-brow and the low. The packaging, menus, and wearables are clearly unified but not overly branded with the same logo again and again. Instead our system gradually morphs and evolves, offering various takes on a theme. We incorporated a sticker system into the packaging to make the cardboard aesthetic of take-out pizza boxes feel more custom and personal.