Humdinger Pizza

Transforming a historic building into a vibrant, family-friendly space was both a challenge and a joy. For this project, we embraced a 1950's vintage service station theme, blending nostalgic charm with modern energy to create a unique experience in Portland.

Part of the creative process involved exploring antique malls for inspiration, ensuring every detail was authentic and true to the era. Our work included:

• Creating the brand, interior layout, and environmental graphics
• Designing custom pizza boxes, menus, and merchandise
• Selecting light fixtures, paint colors (inside and out), and furniture
• Developing artwork to complement the theme
• Collaborating with the construction team on installations

The bright and energetic palette reflects the spirit of this family-friendly pizzeria while honoring the history of the building. We’re thrilled to share how this project came together.

Service

Branding, Website, Interior, Exterior

Client

Somos Hospitality with PacifiCap Construction

Year

2020-21

The renovation of an old historic building was the big challenge for creating this space. We adapted to using parts of the old with the new on the remodel and created a vintage brand for Humdinger Pizza and Shifters Bar.

Pail was responsible for the branding, marketing, interior design and exterior look and feel of all three of these entities. We picked light fixtures, color, and creatively directed the construction team for installations.

Web & Mobile

A parallax website that includes online ordering was created for Humdinger Pizza. Their IG feeds directly into the home page and is easy to edit menus and updates, all while carrying out the brand style and creative elements. www.humdingerpizza.com

We built personality into this brand with the foundation work, characteristics of the theme, colors, fonts and imagery. Every decision, from the light fixtures to the tile in the bathroom, the paint color, and the window graphics were thoughtfully decided based on the brand style and unique attributes developed in the beginning of this concept.