Valhalla Design & Conquer | Flippin’ Pizza
Valhalla Design & Conquer is a multi-faceted creative design studio based in San Diego, California.
design, graphic design, graphic, illustration, logo, logos, branding, art, vector, adobe, t-shirts, apparel, advertising, product design, interior, interior design, restaurants, outerwear, POP, point of purchase, display, packaging, print, catalog, hats, beanies, patterns, labels, beer, alcohol, skateboarding, skateboard, snowboard, snowboarding, skiing, bmx, mountain bikes, bicycles, motocross, mx, youth culture, youth, action, action sports, awesome, angels and airwaves, ava, angels & airwaves, tom delonge, blink 182, adidas, adidas skateboarding, adidas snowboarding, burton, burton snowboards, etnies, emerica, 661, alpinestars, armstrong flooring, atomic, bear mountain, ski resort, cosmetix west, pacsun, pacific sunwear, flippin pizza, flippin' pizza, helly hansen, hre, hre wheels, flowform, flowform wheels, k2, k2 snowboards, k2 skis, knolly, knolly bikes, kali, kali protectives, new balance, ODI, outdoor research, or, p!nk, pink, puma, red mountain, red mtn, red mountain ski resort, red mtn ski resort, pinkbike, shadow, shadow conspiracy, the shadow conspiracy, subrosa, subrosa brand, subrosa bmx, spy, spy optics, standard films, targa, targa trophy, throtl, traeger, traeger grills, uvex, world, world industries, wrld, shoe, shoe design, sneakerheads, xfusion, bavsound, bluebird, egarage, hansens, injinji, shift racing, shift, the clumb, clumb, swix, todd richards, kari delonge
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Art Direction
Branding & Identity
Copywriting
Environments & Interiors
Art Direction
Branding & Identity
Copywriting
Environments & Interiors

Bringing a slice of New York to neighborhoods around the world.

Situation

Brand had award-winning food but eateries lacked personality.

Objective

Mini-rebrand, location design & style guide for future locations.

Solution

Create a fun atmosphere with a vibe that makes customers feel as though they’ve walked into a New York neighborhood favorite pizza joint that has been around for generations.

Results

– The brand now had locations that looked as good as their award-winning pizza tasted.

 

– Locations felt like generations old neighborhood favorites, transported back from New York

 

– Customers became brand champions, proclaiming how Cool new locations were to friends & on social media

Branding

Interior Environment

Branding

Interior Environment

Copywriting

General awesomeness that

people like enough to post about.

Copywriting

General awesomeness that

people like enough to post about.

Bringing a slice of New York to neighborhoods around the world.

Situation

Brand had award-winning food but eateries lacked personality.

Objective

Mini-rebrand, location design & style guide for future locations.

Solution

Create a fun atmosphere with a vibe that makes customers feel as though they’ve walked into a New York neighborhood favorite pizza joint that has been around for generations.

Results

– The brand now had locations that looked as good as their award-winning pizza tasted.
– Locations felt like generations old neighborhood favorites, transported back from New York
– Customers became brand champions, proclaiming how Cool new locations were to friends & on social media

Branding

Interior Environment

Copywriting

General awesomeness that

people like enough to post about.

Keep scrolling to check out the full story on the project

Flippin' Pizza Logo
Flippin' Pizza Logo

What do you get when you hand over the design keys for a small, Southern California based New York style pizza chain to a designer that has spent their career making things Cool for the best brands in action sports & youth culture?

Well, it looks something like this, something… Awesome.

Flippin' Pizza Downtown Dadeland, FL Location
As is the case with a lot of our work, Flippin’ Pizza was referred to Valhalla by a past client who was happy with the work that we’d done for him. A friend of Tom DeLonge owned the San Diego based chain of New York style pizza joints and was looking to elevate the brand visuals & interiors so they were on par with their award-winning pies.

 

“We’re 80% of the way there, we’re trying to find the remaining 20%” said the founder, Patrick Farley, at our initial meeting.

 

Two new locations were breaking ground in less than a month. While not totally an open slate, they knew they needed a lot… a buildout style guide & some rebranding to start. The tight timeline would turn this into a work in progress project but we were up for the task.

 

Great effort was placed into making each location unique to the neighborhood. We wanted patrons feel like this was their pizza joint, an interesting place to enjoy great food, a place where they felt at home & were excited to visit. By keeping things fun & interesting, people accepted the brand information more readily, becoming champions who posted on social media and told their friends about “The cool new pizza place” they just checked out.
Flippin' Pizza Murrieta Instagram Post
The plan worked, we found that 20%. People already loved the pizza, but now they also loved the pizza place.
Flippin' Pizza Murrieta
The rebrand part of the project was much more than just creating a new logo. We created a customer experience where everything worked together to feel like Flippin’ was a neighborhood favorite for generations. The logo was based on a font popular in the 1930s. The reclaimed brick wall, concrete floors & antique PIZZA marquee sign all felt that they’d been around for decades. The light fixtures and wall coverings supported the concept that the location had been there for as long as anyone could remember, a neighborhood favorite with recipes for amazing pies that had been handed down generation to generation.

 

Flippin' Pizza Carmel Mtn Ranch
In an ode to NYC street art, a collage of multi-color wheat pasted posters cover the soffit above the cook area, looking like bills posted on a New York City street. Purposely copywritten to be playful & cheeky, the posters promote the brand ethos in a low key way. By mixing in a healthy dose of humor, the posters avoid a sales pitch feel because patrons absorb brand info while laughing. A poster stating Pizza cure a case of the Mondays might be placed next to one stating that Flippin’ Pizza has 30% less calories and no added sugar.

 

The biggest surprise was waiting for patrons who ventured towards the bathroom, where more wheat pasted poster collage waited, this time though a collection of music, movie & pop culture posters adorned the walls. Each crafted specifically for the market, they featured a combination of NY themes / artists & local interest themes / artists. Applied in chronological layers, they add to the generations old feel of the location. Posters of Rosie the Riveter & Uncle Sam peak out from behind show posters from Blondie, Jay Z, The White Stripes or Blink 182. The walls became a huge hit with customers, who often take selfies & post to social media saying how awesome the location was.
Flippin Pizza Murrieta Arabella Reece Instagram
Think about this for a minute. People like the bathrooms at a pizza place enough that they told their friends to check them out & posted selfies of themselves from them. Restroom graffiti is usually a huge problem in fast casual restaurants, our idea to help curb the problem became a feature for Flippin’, giving the brand something they couldn’t be purchased at any store, their locations were Cool.

 

Everything in the project comes together to create a customer experience. An awesome experience eating fun food in locations that FEEL like a New York favorite, in their neighborhood.
Flippin' Pizza Murrieta

What do you get when you hand over the design keys for a small, Southern California based New York style pizza chain to a designer that has spent their career making things Cool for the best brands in action sports & youth culture?

Well, it looks something like this, something… Awesome.

As is the case with a lot of our work, Flippin’ Pizza was referred to Valhalla by a past client who was happy with the work that we’d done for him. A friend of Tom DeLonge owned the San Diego based chain of New York style pizza joints and was looking to elevate the brand visuals & interiors so they were on par with their award-winning pies.

 

“We’re 80% of the way there, we’re trying to find the remaining 20%” said the founder, Patrick Farley, at our initial meeting.

 

Two new locations were breaking ground in less than a month. While not totally an open slate, they knew they needed a lot… a buildout style guide & some rebranding to start. The tight timeline would turn this into a work in progress project but we were up for the task.
Flippin Pizza San Marcos
Flippin Pizza Long Beach
The idea was to have each location feel like you were visiting a family favorite neighborhood pizza joint back in New York. A type of place where your grandparents could have went for a date, yet was cool enough that a finicky millennial would be excited to go to dinner with the family.

 

Worn concrete floors, a reclaimed brick feature wall and industrial style pendant lights would make it feel like we imported an existing location straight from New York. Wheat pasted posters would support the NYC vibe and pizza themed pop-culture parody prints would highlight the space, creating visual interest while promoting the brand as fun & culturally relevant… it’s pizza, it should be fun.
Great effort was placed into making each location unique to the neighborhood. We wanted patrons feel like this was their pizza joint, an interesting place to enjoy great food, a place where they felt at home & were excited to visit. By keeping things fun & interesting, people accepted the brand information more readily, becoming champions who posted on social media and told their friends about “The cool new pizza place” they just checked out.

 

The plan worked, we found that 20%. People already loved the pizza, but now they also loved the pizza place.
Flippin' Pizza Murrieta Instagram Post
Flippin' Pizza Stacked Logo
The rebrand part of the project was much more than just creating a new logo. We created a customer experience where everything worked together to feel like Flippin’ was a neighborhood favorite for generations. The logo was based on a font popular in the 1930s. The reclaimed brick wall, concrete floors & antique PIZZA marquee sign all felt that they’d been around for decades. The light fixtures and wall coverings supported the concept that the location had been there for as long as anyone could remember, a neighborhood favorite with recipes for amazing pies that had been handed down generation to generation.

 

In an ode to NYC street art, a collage of multi-color wheat pasted posters cover the soffit above the cook area, looking like bills posted on a New York City street. Purposely copywritten to be playful & cheeky, the posters promote the brand ethos in a low key way. By mixing in a healthy dose of humor, the posters avoid a sales pitch feel because patrons absorb brand info while laughing. A poster stating Pizza cure a case of the Mondays might be placed next to one stating that Flippin’ Pizza has 30% less calories and no added sugar.

 

The biggest surprise was waiting for patrons who ventured towards the bathroom, where more wheat pasted poster collage waited, this time though a collection of music, movie & pop culture posters adorned the walls. Each crafted specifically for the market, they featured a combination of NY themes / artists & local interest themes / artists. Applied in chronological layers, they add to the generations old feel of the location. Posters of Rosie the Riveter & Uncle Sam peak out from behind show posters from Blondie, Jay Z, The White Stripes or Blink 182. The walls became a huge hit with customers, who often take selfies & post to social media saying how awesome the location was.

 

Think about this for a minute. People like the bathrooms at a pizza place enough that they told their friends to check them out & posted selfies of themselves from them. Restroom graffiti is usually a huge problem in fast casual restaurants, our idea to help curb the problem became a feature for Flippin’, giving the brand something they couldn’t be purchased at any store, their locations were Cool.

 

Everything in the project comes together to create a customer experience. An awesome experience eating fun food in locations that FEEL like a New York favorite, in their neighborhood.
Flippin' Pizza Carmel Mtn Ranch
Flippin Pizza Murrieta Arabella Reece Instagram
Flippin' Pizza Long Beach Corridor

Neighborhood Specific

Each site has wall imagery that pulls from the local culture, so the location feels like it’s been the neighborhood pizza joint for decades. Long Beach art & show posters adorn the bathroom corridor walls from Ozzy Osbourne Live to the Queen Mary & imagery from It’s a Mad, Mad, Mad, Mad World, which was filmed in and around the area.

Flippin' Pizza Long Beach

Welcoming Environment

While there is undoubtedly a lot going up near the top of the space, the vast majority of the location art & design is well above eye level, creating an open feeling. It isn’t until the patron has settled and begins to look around a bit, that they realize there is more to find everywhere they look.

Flippin' Pizza Murrieta Brick Feature

Brick Feature Wall

The dining room features a reclaimed brick feature wall, feeling as though the entire wall has been transported from New York. The banquette seating allows for maximum space & seating possibilities while reclaimed wood surround mirrors on the feature wall draw the people facing the wall into the dining experience.

Flippin' Pizza Murrieta Red Lamps

Attention to Detail

Little things go a long way. Painting the insides of the hanging warehouse lights gives a color pop & coordinates with the red in the branding posters, giving a finished, “wow, they really thought of everything” look.

Flippin' Pizza UTC Bathroom

Hidden Surprise

Nobody expects a bathroom to be cool. When opening the door guests are taken aback when the wheat pasted collage of music, movie & pop culture wheat pasted posters greet them.

Flippin' Pizza Carmel Mtn Ranch Exterior Sign

Night Moves

Even the exterior signage is awesome. Popping from across the parking lot it creates interest at first sight as black letters with a white pinline float off the background, which when illuminated has a red glow on the background wall.

Flippin' Pizza Murrieta Counter Tile

Affordable Awesomeness

Coming from a DIY / Youth Culture background, we’re well in tune with getting the most from any size budget. Utlizing materials like low level granite & porcelain tiles that look like reclaimed wood buildouts according to our style guide looked amazing & could be done for a very reasonable amount.

Neighborhood Specific

 

Great care was taken so that each site has wall imagery that pulls from the local culture, helping to make each location feel like it’s been the neighborhood pizza joint for decades. Long Beach art & show posters adorn the bathroom corridor walls from Ozzy Osbourne Live to the Queen Mary & imagery from It’s a Mad, Mad, Mad, Mad World, which was filmed in and around the area.

Welcoming Environment

 

While there is undoubtedly a lot going up near the top of the space, the vast majority of the location art & design is well above eye level, creating an open feeling. It isn’t until the patron has settled and begins to look around a bit, that they realize there is more to find everywhere they look.

Reclaimed Brick Feature Wall

 

The dining room features a reclaimed brick feature wall, feeling as though the entire wall has been transported from New York. The banquette seating allows for maximum space & seating possibilities while reclaimed wood surround mirrors on the feature wall draw the people facing the wall into the dining experience.

Attention to Detail

 

Little things go a long way. Painting the insides of the hanging warehouse lights gives a color pop & coordinates with the red in the branding posters, giving a finished, “wow, they really thought of everything” look.

Hidden Surprise

 

Nobody expects a bathroom to be cool. When opening the door guests are taken aback when the wheat pasted collage of music, movie & pop culture wheat pasted posters greet them.

Night Moves

 

Even the exterior signage is awesome. Popping from across the parking lot it creates interest at first sight as black letters with a white pinline float off the background, which when illuminated has a red glow on the background wall.

Affordable Awesomeness

 

Getting the most from any size budget, our style guide utilized materials like low level granite & porcelain tiles that look like reclaimed wood, buildouts looked amazing & were done for a very reasonable amount.

flippinfont
Headline font created for Flippin’ Pizza
Flippin' Pizza Posters 1
Flippin' Pizza Posters
Flippin' Pizza Posters
Soffit branding posters highlighted brand attributes in a fun way. Customers digested the information with a smile, without it feeling like part of a sales pitch.
Flippin' Pizza Dark Side of the Slice
Flippin' Pizza Hair
Pizza themed POP culture parody canvas prints
Flippin' Pizza  Edible Pleasures
Pizza themed POP culture parody canvas prints
Flippin' Pizza Murrieta Yelp Shoutout

Collection of reviews & imagery from across social media including Adrian R.’s Yelp review which gave the Murrieta location the 2015 BAB (Bad Ass Bathroom) Award.

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