Pita Pete's
My graphic design project for the NIU campus restaurant 2004-2020.

Logo Design, Menu Design, Branding Guidelines, Store-Front Exterior Signage Design, Custom Merchandising, Social Media Management & Content Creation, Promotional Materials, Marketing, Website Design & Maintenance, Print & Web Advertisements, Point-of-Sale Signage, Product Labels & Packaging, and Product Photography & Videography

Logo Design

This custom logo design reimagines the iconic DeKalb Ag logo, incorporating a distinctive twist to represent the restaurant's unique pitas. Instead of the traditional flying corn, the logo features a stuffed Lebanese pita wrap with wings, symbolizing the restaurant's commitment to swift service and generous portion sizes. I carefully highlighted the hexagonal pattern, which adorns the pita wrappers and is a key element in the restaurant's healthy and vegetarian branding. This design not only captures the essence of the restaurant’s unique product but also aligns with the values of freshness and quality.

DeKalb Ag Logo

Since 1912, the DeKalb Ag Company logo has been a symbol in our community, prominently displayed on roadside signs throughout the Midwest. Leveraging this well-known design, Pita Pete's, a beloved restaurant located in DeKalb, utilized the logo's redesign to reflect its commitment to local heritage and efficient service. This strategic branding choice not only connects with the community's historical roots but also underscores Pita Pete's dedication to delivering swift and reliable service.

A Pita Pete's Pita

This pita was wrapped to eat in the restaurant. For the final logo design, I integrated elements of the DeKalb Ag logo, seamlessly blending the corn motif with the ready-to-eat pita concept, resulting in a cohesive and visually striking branding element.

Original Pita Pete's Logo

Designed initially in 2000, this logo was updated in 2011 to feature an illustration of the restaurant's iconic wrapped pita. Strategically located on the Northern Illinois University campus, the restaurant faced the challenge of continuously introducing itself to incoming students. The updated logo enhanced the modern branding efforts and also improved visual storytelling. The new design made it clearer to potential customers what the restaurant specialized in more than the previous logo.

Branding

The branding strategy for Pita Pete’s encompassed a comprehensive set of design assets and elements tailored for versatility and impact. Central to this was a distinctive hexagonal pattern designed to reflect the product's packaging and provide an effective backdrop for text on light backgrounds, ensuring high readability. This hexagonal pattern resembled honeycombs and represented healthy eating It proved highly adaptable for social media graphics, point-of-sale signage, and promotional materials.

The branding also included precise PMS (Pantone Matching System) colors, which are recommended for consistent application across all media. The typography was carefully curated with the use of one variable font and one script typeface, ensuring cohesion across all print materials. Additionally, a custom rubber stamp featuring the logo was created to enhance branded product packaging and promotional items.

This strategic approach to branding not only reinforced Pita Pete’s visual identity but also facilitated effective communication and brand recognition across various platforms.

Restaurant ad design using assets, fonts and PMS colors.

Nutritional labels for products using the brand guidelines.

Custom rubber stamp for inexpensive branding.

Black and white restaurant menu design maintains brand identity.

Store Signage

I crafted and designed our eye-catching exterior light-up storefront signage and custom vinyl door decals. These elements were expertly printed by Banner Up Signs, a reputable local sign shop in DeKalb, IL. Additionally, I even installed the vinyl door decals to ensure a precise and polished finish.

Exterior Sign at Night

Front Door Window Decal

Menu Signage

Explanation of hummus ingredients for customers.

Menu Signage

Suggestions for customers.

Menu Signage

Point-of-sale signage.

Merchandise

In the summer of 2012, I purchased a screen-printing kit from The Village Commons Bookstore located above the restaurant. My first project was applying the flying pita logo to employee shirts. With a small team, we set up an assembly line in my kitchen, but after a few mishaps, we decided to collaborate with professionals. Chilton's Sporting Goods in downtown DeKalb became our trusted partner for custom shirt production until our restaurant's closure in 2020.

In addition to screen-printed apparel, I designed die-cut stickers as part of our promotional strategy. Each t-shirt purchase included a complimentary sticker, and they were also available for purchase at the restaurant. These affordable promotional products added value to the customer experience and also became a fun and recognizable feature in the community.

Wide selection of shirt colors with black ink

Promotional stickers to give away or sell to customers

Durable stickers that can last on the exterior of a car window

Wide selection of shirt colors with white ink

Social Media Manager

I managed Pita Pete's online presence, including the restaurant's website, Instagram, and Facebook pages. I was responsible for designing and maintaining the website, which included handling online sales and creating a user-friendly ordering menu with over 36 toppings.

In addition to these tasks, I took care of product photography and videography, and developed marketing plans to connect with customers. I also handled customer relations and organized social media content on a regular schedule.

Pita Pete's Instagram

Pita Pete's Facebook Page