Decent Pizza Co.

Better than good pizza,
Detroit-style.

▵ Brand Strategy + Positioning

▵ Naming
▵ Identity Design

▵ Website Design + Content Strategy

▵ Messaging Platform

▵ Print Design
▵ Signage & Environmental Graphics

▵ Apparel Design

Located in Ivywild School in Colorado Springs, DPC serves up Detroit-style deep-dish pies in bonafide steel pans (built like the ones from old auto plants) for that legendary crunchy, cheesy corner crust.

The name was sparked from a phrase we’ve overheard a million times: “where can someone just get a decent pizza slice around here?”. The brand vibe is that classic Midwestern humility: don’t brag, just deliver. The branding follows suit with clean, strong typography and a logo that’s sturdy but approachable—kind of like your uncle who builds furniture in his garage. The color palette leans warm and familiar, a nod to classic game-day vibes and well-loved pizza pans. It all comes together to say: we take our pizza seriously, but not ourselves.

Design branding examples for Decent Pizza Co., featuring logo variations with a dark blue background and white frames, with text in red, navy blue, and white, including logos with the initials 'DPC' and full name, showcasing different font styles and color schemes.
Blue short-sleeve work shirt with front chest pocket and back text that reads "Colorado Detroit Style Pizza Decent Pizza Co."
Black trucker cap with a white patch on the front that reads "Decent Pizza Co. Detroit Style" in red and black text, with a mesh back.
A young man wearing a beige t-shirt with dark blue text reading 'Detroit Style Deep Dish Decent Pizza Co.' on the front and a small dark blue logo on the back. The man has tattoos on his arms and is wearing dark jeans, shown from both front and back views.
Laptop screen displaying a pizza restaurant website with a Detroit-style deep dish pizza image and the caption 'Better than good!'
Open MacBook displaying a website about Detroit style pizza with an image of a pizza at the top. The website header indicates it's open 7 days a week from 11 AM to 9 PM, located in Ivywild School. The main text asks, "What the heck is Detroit style pizza?" followed by placeholder lorem ipsum text.
A menu flyer from Decent Pizza Co., featuring a thumbs-up illustration and text that reads "Better than good MENU." The flyer includes the restaurant's address in Colorado Springs, CO, and the website decentpizza.co, with sections for appetizers, salads, deep dish pizzas, build your own options, and drinks.
Multiple gift cards with the slogan "Better than good GIFT CARD" and the branding "Decent Pizza Co." displayed in a grid pattern on a dark surface.
Promotional ad for Double Roni Tuesday with a background of pepperoni slices, offering $20 deals with a promotional code RONI for online orders.
Logo for Detroit Style Deep Dish pizza from Decent Pizza Co., featuring text in navy and orange with a stylized pizza box illustration in the background.
Digital promotional poster advertising Detroit-style pizza for $10 on Monday as a decent deal from DPC, featuring a background image of a heart-shaped pizza with pepperoni slices.
A promotional advertisement for Decent Pizza Co. offering a deal where you can get 9 wings for the price of 6 by ordering online for delivery or in-restaurant, with an image of a hand holding a fried chicken wing with white sauce on top.