Boom’s Pizza

Chef Ben took inspiration for the pizza shop’s name from his grandfather, Carl “Boom” Bebenroth. A union electrician, World War II veteran and all-around badass, the real Boom taught Chef Ben how to farm and live off the land. Hence, the bar was high for the new brand.

VISUAL IDENTITY

A brand this engaging needed an electric visual identity. Chef Ben brought a 70+ page deck of worldwide pizza brands he admired that Muse sorted into different categories to guide several visual identity concepts.

In the end, a rockin’ retro aesthetic was the winning idea. High-contrast colors like black, yellow and red were paired with a recognizably striking logo and brand assets.

Both nostalgic and modern, the Boom’s logo family borrowed inspiration from vintage hand-lettered and neon signs reminiscent of the 1950s with a contemporary twist. The lightning bolt illustration played off the brand name and added a spark of interest. Muse crafted the bespoke, hand-lettered logo to reflect Chef Ben's unique and custom approach to business.

Strategic typography choices solidified the brand. A mix of eye-catching sans serifs, slab serifs and script fonts armed the Boom’s team with flexibility and range for expression. Icons, typography, color and logo variations worked together to create a cohesive brand expression that included room for eventual expansion.

Inspired by working class values, Muse channeled down-to-earth yet upbeat energy to capture the Boom’s audience.

STRATEGIC PARTNERSHIPS

Chef Ben worked with several teams to bring Boom’s to life. After he pinpointed the perfect location, the master designers at Richardson Design incorporated Boom’s brand essence throughout the space. Chef Ben and Richardson Design translated the visual identity Muse crafted from the design room into its new home. The design experts also helped Chef Ben plan for future expansion into other locations.

In addition to Muse and Richardson Design, Chef Ben collaborated with expert food consultants to establish the core reason why Boom’s existed and a foundational brand narrative. They determined what Boom’s was (a 4th wave neighborhood pizza joint and fun place to meet for drinks), how it achieved this (through a cooperative culture focused on genial hospitality) and why it existed (in pursuit of a better life for customers).

Muse gained the background information from them that was needed to develop a comprehensive brand guidelines document.

BRAND GUIDELINES

This brand wasn’t just about pizza; it told the story of both “Boom” and Chef Ben’s challenges and mindsets, several generations apart. Strong brand guidelines helped Chef Ben and his team tell this story with one voice.

The brand guidelines played another role: to separate Boom’s from Spice Catering Co., Chef Ben’s farm-to-table catering business.

The Spice brand was prolific, including Spice Kitchen + Bar, Spice Acres and Spice Field Kitchen. Although Boom’s used thought-filled ingredients, it didn’t make hyper-local, foraged items the focus on its menu and wasn’t an extension of the Spice family of brands. Brand guidelines reinforced the unique nature of Boom’s and helped it stand on its own.