For his specialty wood-fired pizza and microbrewery establishments, the owner hoped to invoke a feeling of '60s and '70s rock and roll that also had an industrial/back alley edginess and authenticity.
Design & Planning
I-5 Design's 3-step process of designing, manufacturing and installing complete projects meant that our teams oversaw all phases of The Rock's visual transformation, including exterior signage and interior signage and themed décor. Thanks to I-5, The Rock has established a highly recognizable visual brand, creating an appealing destination for patrons that provides a low-key, fun, themed venue for enjoying great pizza and micro brewed beer.
I-5 embraced the “fired-up” theme that spoke to both the wood-oven style of pizza served by The Rock and to the motifs sparked by classic rock and roll. Inside and out, signage, décor and themed features reinforced the raw, elemental restaurant design plan. Major restaurant design highlights included:
Exterior signage design featuring channel letters and integrated lighting, which showcases both the restaurant’s name and a vivid, blazing flame effect
Interior décor and design that blends both the literal and figurative images of “rock” culture, creating a kind of underground, industrial haven of music, microbrews and masterful pizza making