INSTITUTION Tyler School of Art and Architecture

ART DIRECTION Paul Sheriff

FALL 2020

Manifest your Meal: Psychic Pizza is an at-home dining experience, designed to rebrand traditional takeout as something adaptable and engaging amidst social disconnection and boredom within quarantine.

Aimed towards a younger customer base that can be reached through digital media and be more inclined to use delivery apps, the brand merges mystical, psychic themes with the classic pizzeria experience. With illustrative and copy-writing elements referencing the supernatural, Psychic Pizza is concept-driven, inviting app users to enter the mystical lair of a psychic and “consult the cards” to choose their meal.

A Mystery Box feature within the app allows customers to avoid analysis paralysis (users becoming overwhelmed by too many menu options and choosing not to order anything at all), where an all-knowing psychic delivers a surprise meal, informed by user-set preferences and previous interactions with the app. This algorithm based menu, as well as the regular fixed menu mobile format, draw reference to tarot readings; each type of food is illustrated as a playful iteration of a Major Arcana card, and the size and quantity of menu items in an order are listed as single draw, three card spreads, five card spreads, or seven card spreads.