A new design direction for the TriBeCa brand and restaurant interiors. We created an immersive world based around the all-seeing pizza eye! We adapted religious wording, skewing it towards the worshiping of pizza. These messages and iconography convey a fun but strange tone which in-turn has been used across a broad range of elements in the restaurant from exterior signage and interior wooden walls, through to menus and pizza boxes. The imagery seeks to create talking points and reinforce its position as serving the best pizza in town.