A family horse and neo-Neapolitan pizzas: Saint-Urbain on designing the identity for Speedy Romeo

This story revolves around a horse, lovingly named Speedy Romeo. The silky-maned, good-looking fellow lends his name to a Brooklyn-based restaurant, founded by college roommates Justin Bazdarich and Todd Feldman. A “unique blend of a tavern and a roadside grill,” Speedy Romeo is a homage to Feldman’s family-owned horse from the 1970s. Since it opened shop in 2012, it has come to be known for its neo-Neapolitan-style pizzas and extensive natural wine selection. After 11 years in business, in which Speedy Romeo became renowned in both its local neighbourhood and New York at large, the owners reached out to creative agency Saint-Urbain to reimagine its identity, from menus to merch, and beyond. When the project took off, inspiration flooded in from everywhere, but especially from the restaurant’s reputation as the “neighbourhood racehorse. It’s not only a restaurant, it’s a space where you create root memories.” “The location (a former auto parts workshop), the vibrant classic rock atmosphere that permeates through its interior, and the main character, Speedy Romeo, provided us with the pillars to create an identity that, while rich in details and elements, could feel natural and coherent within the space,” shares Founder Alex Ostroff. With such a wide playing field, the design team delved into a treasure trove of sources, ultimately infusing elements of both auto and horse racing, with a tinge of ’70s rock and roll, as a hat tip to Speedy Romeo’s best years. “The research for this project was a journey through time,” Ostroff recalls, “we explored a lot of old magazines from the ’70s – Rolling Stone, Playboy, etc. – researched a ton of vintage auto shop typefaces and illustrations, and looked up racetrack tickets and codes.”