Neapolitanian Pizza
Authentic pizza, staged like design.
For JILL – Neapolitan pizza, I developed a menu that unites tradition and modernity. In a ring binder format, it combines clear typography with expressive illustrations that visually convey origin, ingredients, and craftsmanship. The design goes beyond mere function: each page tells a story, each chapter (Antipasti, Pizza, Specials, Vino) has its own character while remaining part of a consistent overall aesthetic. Thus, the menu becomes a brand manifesto and a design experience at the table.
Art Direction / Menu Design & Illustration
Antipasti
Cherry tomatoes, sliced fig, olive oil bottle, cavolo nero, and the pizzaiolo at work – ingredients and craft in one scene. The combination of fresh produce and the person behind it makes clear that antipasti at Jill isn’t filler, it’s a category with a point of view.
Neapolitanian Pizza
Buffalo head, tomato can, and pizza oven with pizzaiolo – the three core elements of Neapolitan pizza in one composition. Quality starts with the ingredient and ends in the oven.
Liquids
Iced coffee in a glass, cacao pod, coffee beans, a steaming cup, and a bitten apple – a journey through the drinks offering, from hot to cold, from fruit to coffee bean.
Structure and Style
The old logo packed in too much at once: circle, drop shadow, two animal icons, a claim curved underneath – the wordmark itself got lost in the noise. The redesign strips away everything that isn’t the wordmark and lets “Poodlewohl” carry the whole thing. The handwritten line stays loose and a bit imperfect on purpose, because it matches the illustration style and shouldn’t look mass-produced – for barf food, that’s not a style choice, it’s the message.
Breakfast
Free-range chicken, sliced bread, arugula, and lemon – breakfast that shows where the ingredients come from. The detailed drawing of the chicken in front of the coop makes the origin visible; bread and toppings beside it bring the enjoyment.
Wine
Grapes rendered two ways – photorealistic and illustrated –, a large wine glass, and a vineyard scene with a winemaker. Origin and product in one composition.
