Sohot Pizza Club was born in Mexicali as a fresh, modern concept with a retro feel that makes it unique. Here we not only serve authentic New York-style pizza in XL slices packed with flavor, but we’ve also created a meeting point where good food blends with good vibes and urban culture.

From the beginning, this project was conceived as a comprehensive branding exercise. We developed a visual identity that conveys authenticity, fun, and closeness, with a graphic style that blends retro with contemporary. The brand was built on iconic elements: simple yet personality-filled illustrations, bold fonts, striking color palettes, and a visual system adaptable to different media, from signs and packaging to uniforms, merchandising, and signage.

The result is a solid and versatile visual ecosystem that not only positions Sohot Pizza Club as a benchmark for New York-style pizza in Mexicali, but also as a cultural and social space where the young community can connect, share, and experience memorable experiences.

Every visit becomes a dynamic experience: the crunch of freshly baked pizza, the playlists that complement the atmosphere, the irreverent graphics in every detail of the establishment, and that unique vibe that makes you want to come back again and again. At Sohot Pizza Club, we celebrate the simple, the authentic, and the cool: great pizzas, spontaneous moments, and an identity that feels alive in every interaction.