Yellow Moto

Yellow Moto Pizzeria draws inspiration from Italian cuisine while also celebrating Californian ingredients and believes in creating a place where diners feel delighted and welcomed over great food and drink. Located in San Francisco’s Mission District, their goal is to be the best they can possibly be, each moment of every day and to be authentic, imperfect, open-handed, and open-hearted. (Amazing, right?!)

Aerial view of ocean waves crashing against rocky cliffs, with the word CAL in bold white letters over the water.
A vintage yellow and white scooter with a helmet on the handlebar is parked on a city sidewalk. Large white text reading ITAL overlays the scooter. Rainbow flags hang in the blurred background.
A tattooed hand uses a red-handled pizza cutter to slice a pizza with various toppings on a metal tray. Another hand with a watch steadies the pizza. Large white text over the image reads “PIZZA.”.
A modern restaurant interior with wooden tables and black chairs, set with plates and napkins. Large glass windows show outdoor seating. Walls feature colorful murals, including a butterfly and a person on a scooter.
A bathroom with a black sink, wall-mounted mirror, and shelf with plants and toiletries. A large wall mural shows a colorful butterfly over a black-and-white city street scene with cars and buildings.
A solid, uniform orange square with no visible patterns, textures, or additional elements.

Here’s the story.

Branding projects are always the most fun when they come from a place of true inspiration – and that is exactly the dynamic place that Yellow Moto operates from. When the owner of Yellow Moto approached us, we were handed the keys to explore creative opportunities in helping name and re-brand his well-established and iconic neighborhood pizzeria Flour+Water.

The quest was to develop a new attitude, look and feel that was welcoming, engaging, fun and energized that also combined his passion and love for California culture with the simplicity and style of Italian design. Oh – and to include his “new” 1964 Lambretta scooter (with original registration paperwork) which became the brand’s muse. From it’s bright bold colors to timeless typography, Project 13 crafted an iconic brand and website that encapsulates their mantra “We deliver happiness”. Do they deliver to Asheville?

A surreal collage of a person with a dandelion head holding yellow surfboards, walking beside a scooter rider with a yellow flower head on a black-and-white road; passport stamps and handwritten marks overlay the image.
A vintage black-and-white photo of a couple on a scooter is altered: the man has a dogs head, the woman has a sunflower for a head, and a colorful bird is perched on the scooter. Overlayed text and stamps add a whimsical touch.
A postcard with a Yellow Moto logo on the back and an address field. The front shows a black-and-white city scene featuring a person with a large pink flower as a head, standing next to a scooter holding a pizza box.
A man wearing a maroon Yellow Halo Reserve t-shirt and a navy blue cap stands outside in front of a weathered building, looking to the side with a slight smile.