Hella Pie Pizza Co.

Brand Identity • Merchandise • Packaging

Objective

Since 2017, my collaboration with Hella Pie Pizza Co. has supported its evolution from a mobile pizza oven to a thriving brick-and-mortar establishment in Tracy, California. Through strategic branding, apparel, and packaging design, I’ve helped establish Hella Pie as a local staple, fostering strong community recognition and customer loyalty. This case study highlights the impact of cohesive branding on their growth and transformation into a must-visit pizza destination.

Scope of Work

Brand Identity Development – Designed the original logo, mascot and a cohesive visual identity for various applications to establish brand recognition.
Merchandise – Created branded apparel and merchandise that enhance customer engagement and resonate with the local community.
Packaging Design – Developed visually appealing, functional, and consistent packaging across all product offerings.

The Process

My partnership with Hella Pie Pizza Co. has been built on creativity, flexibility, and collaboration. As their go-to designer since 2017, I’ve had the freedom to shape the brand’s evolution while ensuring consistency across all touchpoints. Each project starts with a request from the Marcus, followed by concept development and an iterative refinement process. This close working relationship fosters a seamless exchange of ideas, ensuring every design remains true to Hella Pie’s brand identity and resonates with their growing community.

Brand Foundation
Long-Term Collaboration
Creative Leadership

A hand wearing a black glove holding a slice of pizza with cheese and tomato sauce in front of a colorful graffiti mural featuring a cartoon animal character wearing sunglasses.

Inspiration

Much of the inspiration for Hella Pie Pizza Co. stems from the shared experiences of enjoying pizza with friends and family during the 80s and 90s. Both the owner, Marcus, and I drew from those memories of classic pizza spots that felt fun, familiar, and timeless. Marcus wanted the brand to capture that nostalgic warmth while adding a cultural flair that reflects the energy and style he grew up with. The result is a brand that’s vibrant, inviting, and deeply rooted in the joy of community and connection.

Light blue line drawing of an ice cream cone with steaming top and a pizza slice with Steam rising from it. Text on the ice cream cone says "HELLO PIE" and on the pizza slice says "HELLO PIE PIZZA." Handwritten text below reads "Initial Rough Concepts."

Photos of a fireplace, pizza with pepperoni and mushrooms, an Asian puppet with horns, a close-up of pepperoni pizza slice, and a restaurant table with red and white checkered tablecloth.

Man wearing glasses and a chef's jacket, holding a pizza with lemon slices on top in a restaurant kitchen.

“I love working with Jeremy. Over the last 5 years he’s become the person I lean on the most when it comes to helping me grow my brand. His mastery of all projects big or small have made him my go to freelance artist.”

— Marcus Medina | Owner