Tenderoni’s

Located in Boston’s bustling Fenway neighborhood, Tenderoni’s features an eclectic design inspired by the best of 70s and 80s nostalgia- and celebrating that era’s disco roller rinks and pop culture icons.

The new flagship Tenderoni’s Fenway expands upon the original Tenderoni’s site within High Street Place, a downtown Boston Food Hall that opened in 2021. The visual identity captures the eclectic vibe of a 70s and 80s disco roller rink highlighting the pure joy and energy that was such a big part of the roller rink experience.

The visual assets drew inspiration from the classic typography and graphic designs of the 1970s. Letterforms were bold and groovy, characterized with movement, rendered in dramatic colors, adorned with swash appeal. The graphic designs reflected the culture of the era - optimistic and experimental - with bright, clashing colors as well as a fearless, exaggerated approach to graphic styling. Graphic illustrations were created to integrate with photography to enhance it rather than something on its own.