Sauce NY

Creative Director • Restaurant Rebrand • 2020 • New York City

Complete brand transformation for historic New York pizzeria, honoring decades of tradition while repositioning for contemporary market relevance and expansion.

Role: Creative Director
Duration: 2018-2019
Scope: Full rebrand • Visual identity • Restaurant design • Marketing systems
Deliverables: Logo redesign • Menu systems • Environmental graphics • Brand guidelines

EXECUTIVE SUMMARY

Led comprehensive rebrand for Sauce NY, transforming a historic New York pizzeria with deep community roots into a contemporary dining destination that honors its legacy while attracting new generations of pizza enthusiasts. This complete brand evolution required delicate balance—preserving the authenticity that made Sauce NY a neighborhood institution while creating fresh visual language that competes in today's Instagram-driven restaurant landscape.

The creative direction celebrated New York pizza heritage through modern lens, developing design systems that feel both timeless and current. Working across identity redesign, menu architecture, and environmental graphics, I crafted cohesive brand experience that tells the story of authentic New York pizza culture without relying on tired clichés. From typography that nods to vintage signage while maintaining contemporary clarity to color palettes that evoke classic pizzeria warmth with sophisticated restraint, every design decision reinforces Sauce NY's position as keeper of tradition and pioneer of what's next. The rebrand successfully repositioned the restaurant for growth while maintaining the soul that regulars cherish.

Key Achievements:

Heritage Preservation: Brand evolution maintaining authentic New York pizza culture while enabling modernization

Contemporary Relevance: Visual refresh attracting younger demographics without alienating loyal customers

Operational Excellence: Menu and system designs improving both customer experience and kitchen efficiency

Expansion Ready: Scalable brand architecture supporting potential growth beyond original location