The Rock Wood Fired Pizza

For his specialty wood-fired pizza and microbrewery establishments, the owner hoped to invoke a feeling of classic '60s and '70s rock and roll that also had an industrial/back alley edginess. The result was a theme that was as exciting and memorable as the tunes that inspired the design.  


Location: Multiple locations
Project Size: Various Sizes
Services: Conceptual Design 

Our Approach


The Rock has established a highly recognizable visual brand across the Pacific Northwest, creating an appealing destination for patrons that provides a high-energy, venue for enjoying great pizza and microbrewed 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 exciting and edgy design plan.


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, an industrial haven of music, microbrews, and masterful pizza making.

Transform your location