Sean Feeney, co-owner of Misi and Lilia, opened Fini as an ode to NY’s classic pizza joints, and New Jersey’s, where he is originally from. His boundless passion and energy is fueled by an obsession with selling consistently impeccable pies, spreading positivity, and garnering community in Brooklyn and beyond.

Sean approached Polonsky & Friends to develop Fini’s brand identity, and interior design for that matter. The aim was for Fini’s branding to evoke the nostalgic charm of neighborhood pizza parlors while capturing the essence of New York’s street culture, bridging the gap between food and lifestyle.

Our creative direction placed Fini at the intersection of high and low, straddling the line between a vibrant hole-in-the-wall eatery and a well-established institution with a polished identity. We focused on designing a versatile and recognizable brand language, simple enough to expand upon, and soulful enough to resonate in a city already over saturated with pizza. Nods to past visual culture were thoughtfully incorporated, from the choice of an early industrial grotesque typeface, to Fini’s custom statement menu boards and playful to-go bags.

Handwriting plays a significant role, complementing a sans-serif in Fini’s logo, and repeatedly scribbled in white sharpie onto green pizza boxes and note cards by Sean himself. This approach harkens back to the pre-technology days of traditional pizzaiolo. The design of a crown emblem (a nod to Brooklyn: King’s county, that is also found in Hip Hop culture), eye-catching neon signs, and an iconic die-cut pizza box, all adorned in Fini’s signature green color. These elements contribute to an aspirational cool-factor that plays a pivotal role in driving the shop’s buzz both online and in the streets.

Fini’s immediate success and ease of expansion prove the power of strong branding, with a Hamptons outpost opened within a year of the original Williamsburg location and a Barclay’s Center location in the works. Fini’s regular and rotating drops of merch, designed within the guidelines provided by Polonsky & Friends, sell out consistently and land collaborations with some of street culture’s top personalities.