Tutto
Tutto began as a small ghost kitchen in Tijuana, but eventually set out to grow by opening its first food truck in San Diego’s Little Italy neighborhood. The challenge was substantial: introducing a fresh, approachable concept in an area rich with Italian culinary heritage—especially considering that the entire team behind the brand was Mexican.
During a series of meetings—always accompanied by pizzas coming straight out of a small individual oven—we started shaping the brand. Tutto wanted a simple and friendly aesthetic, one that reflected the straightforward nature of its menu: almost always the same, except for a monthly special ingredient or pizza. The goal was to build a familiar relationship with customers, the feeling of returning to a place where your favorite pizza will always taste the same. Warm, reliable, unpretentious.
From these conversations, I developed a visual identity that subtly blended Mexican and Italian color cues. The brand needed to feel versatile, playful, and clearly handmade, because pizzas were prepared right in front of customers and the process was part of the experience.
To reinforce the Italian side of the story, I designed a custom lettering inspired by graphic styles from the 1950s to the 1970s, which became the foundation for the final logo.
To further emphasize the homemade, local spirit, I shot analog photography during a few of Tutto’s pop-ups leading up to the food truck launch. This helped build a warm and familiar look & feel—nothing overly polished. The brand aimed to feel approachable rather than attention-seeking, so to complete the visual universe, I created simple illustrations that were later transformed into stop-motion graphics for social media, catching the eye while staying true to that natural spirit.
Once all brand elements had been tested and refined across multiple pop-ups, I designed a loyalty card to encourage repeat visits, along with posters, t-shirts, matchbooks, and other supporting pieces that helped bring the entire identity system to life.
