What’s in a name? In the case of Pasquale Jones, everything, and it began with a carefully curated playlist. From the funky, soulful roots of hip-hop, the restaurant’s moniker emerged, a true mash-up of childhood memories of friendship and traditional woodfired pizza with the vibrant essence of Soul Train. 

The color-block lettering sprang from the synesthesia of a colleague’s serendipitous revelation. As I sketched the letters in colored pencil, we unearthed his hidden talent. I asked him which colors danced with which letters, and the palette that emerged was a composition of primary and secondary hues. We conjured illustrations of imagined characters from 70s-era New York, envisioning them as Pasquale Jones’ dance crew.

From there, the menagerie of products and design elements flowed: collectible matchbooks, each bearing a letter of the name; a striking exterior neon blade sign over the door, colorizing the urban landscape; a custom tripod pizza stand—ingenious in its ability to fold and disappear when not in use spoke to our space restraints; trucker hats that became cult collector’s items, transporting the colorful brand far beyond its walls.

Pasquale Jones has popped up in locales like Aspen and, notably, Los Angeles during the Golden Globes. Chef Hardy, a cherished and dedicated collaborator, infuses his charm and delight for his craft into every dish. 

As a vibrant homage to culture and cuisine, the design of Pasquale Jones stands as an ode to the joy of creation, a place where every detail sings brightly.