Other Work

Restaurant rebrand made to order

Dion’s Pizza

Dion's Pizza is known for its hand-tossed, oven-fired pizzas, sub sandwiches, and salads. After 36 years and 20 restaurants throughout New Mexico, Colorado, and Texas, Dion's Pizza wanted to re-concept and update their restaurants to enhance the Dion's family environment and introduce new customers to their brand. Through several brainstorming sessions facilitated by DPS and Dion's, DPS and advertising firm McKee Wallwork & Company envisioned a new dining experience to be a place that feels like home, defined as Bespoke, a concept that originated during a time when apparel, furniture, and goods were handmade and craftsmanship was handed down one apprentice at a time. To achieve this, DPS worked closely with Dion's to incorporate a new restaurant design that would communicate their craft and quality.

A warm but fresh color palette on the interior translates seamlessly to the exterior with two brick tones, natural wood awnings and distressed metal accents. The interior features a variety textural elements, from natural reclaimed bleacher wood to custom carpet designs that put a new spin on the traditional area rug. Custom seeded glass pendant lighting and eclectic artwork provide a unique backdrop to the dining areas. A mix of butcher block and stainless steel table tops with solid hardwood school chairs are paired with durable, upholstered booths for seating. To enhance the notion of "home" and recall the handmade era, the order counter emulates kitchen cabinetry while the children's pizza viewing area includes steps and pipe railing reminiscent of cast iron piping. A feature wall provides a place for specialty vintage lighting, custom artwork, and display niches for handcrafted items. Reclaimed gymnasium bleacher wood defines the waiting area and provides storage for high chairs and booster seats.

Location
Aurora, CO; Commerce City, CO; Las Cruces, NM; Lubbock, TX

Size
Under 10,000 sf

Disciplines

Beyond the Building