Mike came to me with a story that was equal parts craft and liberation. After years grinding at the highest levels of the food industry, he built a wood-fired oven in his backyard and rediscovered why he loved food in the first place — the experimentation, the family gathered around it, the joy of a perfectly charred crust. Born in a backyard in Mission Viejo — it’s the kind of experimental joy you find when someone gets to make exactly what they want.

The brand needed to honor that origin. We built something with personality and warmth baked into every corner of it — bold enough to stand out, human enough to feel like an invitation.