Old-world inspiration, fresh-made pizza

THE CLIENT

The team behind one of Roanoke’s most popular bars set out to open a restaurant with friends—an Italian kitchen and Neapolitan-style pizzeria inspired by Spaghetti Westerns. They wanted a brand that felt classic yet modern, with a cinematic edge that wouldn’t veer into gimmickry. The identity needed to reflect the craft and authenticity behind their menu while feeling effortlessly stylish.

THE RESULT

We created a logotype influenced by vintage Italian film posters and traditional signage. With sharp letterforms and bold, round “O”s reminiscent of a pizza’s perfect shape, the design struck a balance between rustic character and refined simplicity. The client embraced its versatility, applying it across menus, pizza boxes, and signage.

Since opening, Fortunato has become a staple in Roanoke’s dining scene—not just a pizzeria, but a destination for thoughtful Italian cooking served in a space designed for gathering, sharing, and lingering over a great meal.