Pitch

The Hottest Pizzeria in Town

The company’s name and brand identity are inspired by characteristics of the pitch black coal used to bake the pizzas and are brought to life through the space’s design. Repurposed wood paneling wraps the centrally‐located open kitchen, where the glowing coal‐fire oven within takes center stage and provides a mesmerizing performance as the charred white‐hot coals smolder. “Jewel boxes” are cast into the custom concrete table tops to display chunks of coal and large scale contemporary artwork featuring images of coal infuse the historic space with a modern feel. Additional details further reinforce the integration of the brand identity, such as the illuminated bench backs and the orange art glass pendant lights in the restrooms whose reflection on glossy black wall tiles resemble the pizza oven’s coal‐fire flames.