What began as a three-night-a-week pizza pop-up within a soul food restaurant in Little Ethiopia quickly became one of the most talked-about and respected pizza shops in Los Angeles.
Kyle and I launched Bootleg Pizza in late 2018. As we developed the brand, we wanted its aesthetic to be rooted in DIY punk—a style that resonated deeply with him. This led me to create a custom, roughed-up font, inspired by old typewriters and stamps, which later became the actual logo. Additional brand elements—like the bold red and yellow color scheme, as well as the mischievous-looking mascot named Franco—stayed true to this aesthetic, seamlessly blending old-school vibes with modern touches to create something that felt both new, yet familiar.
As the brand grew, so did the visual library. I expanded it with custom illustrations for merch, neon signage, menus, pizza boxes, and more. I even created a fully animated video for the phone voicemail to be used on social! Essentially, if you saw any design associated with Bootleg, I was the woman behind it.
