Tenderoni’s

Project Overview:

Located in the heart of Boston’s Fenway neighborhood, Tenderoni’s is a full-throttle celebration of 70s and 80s pop culture—channeling disco ball energy, roller rink flair, and maximalist nostalgia into every detail. As the flagship expansion of the original Tenderoni’s at High Street Place food hall, this restaurant demanded a visual identity that could match its bold personality and Big Heart roots.

Design Approach:

We crafted a brand world that moves—groovy letterforms, swashy scripts, and bold, high-saturation color palettes draw straight from the visual playbook of 1970s graphic design. Typography is exuberant and oversized, with retro-futuristic charm and a distinct sense of rhythm.

Graphic illustrations—used both standalone and overlaid with photography—echo the era’s fearless visual language: clashing hues, kinetic compositions, and a little bit of cheek. The identity doesn’t just reference the disco rink days—it spins them forward with a wink.

Outcome:

From menus and merch to murals, every brand touchpoint hits the floor with joy, movement, and undeniable groove. Tenderoni’s Fenway is more than a pizza spot—it’s a full sensory time machine (with extra sauce).