Our Story
EXPLORE THE ROOTS OF OUR PASSION
FOR AUTHENTIC ITALIAN FAST FOOD.
The journey of Si Roma began during the COVID lockdown. Like many, Johnny—the founder spent long hours at home and developed a deeper appreciation for Italian cuisine. But Italian food wasn’t new to him. Raised on it thanks to his heritage, it was always in his blood. His Nonno, a seasoned restaurateur, had passed down his love for the kitchen. Inspired, Johnny booked a one-way ticket to Sicily. He spent months traveling the Tyrrhenian Sea coast, immersing himself in the local culture and culinary traditions—eating panini, studying techniques, and connecting with his roots.
Just months before launching the business, Johnny returned to Italy for deeper research. With a tight budget, he stayed at a remote Buddhist monastery for a month—an unconventional but resourceful choice. It gave him time, space, and a free place to stay while he explored regional flavors.
Two months after returning home, Johnny made the leap. He sold his house and launched Si Roma from a food truck at the corner of Central and Lexington in Glendale, CA. It quickly built a following, but running it was a challenge. The truck had constant mechanical issues, staff turnover was high, and Johnny was learning everything as he went.
Then came a turning point. A customer named Arthur—founder of Pokitomik, a franchise with 14 locations—ordered a panino. The two clicked immediately over shared passion and vision. A few months later, they teamed up to shut down the truck and test a pop-up in a recently closed West Hollywood Pokitomik location.
While West Hollywood wasn’t ideal for long-term business, it gave them breathing room to plan. They eventually launched a new location back in Glendale—inside an existing Pokitomik—as a mini food court.
And that’s where our story stands today—born from passion, built on resilience, and always driven by a love for real Italian food.
Presenting a generational snapshot that encapsulates the rich italian 🇮🇹 heritage behind si roma.
PROCESS OF HOW THE LOGO WAS INVENTED WITH PHOTOS
Initial Idea
Replication
First Version
In the evolving landscape of branding, Si-Roma's initial logo was born from the spirit of innovation and the DIY ethos that defined our early days. It was a symbol of our roots, crafted with the enthusiasm and creativity that are the hallmark of our brand. Yet, as we grew, the need for a logo that could fully encapsulate our evolved identity and aspirations became evident.
Process
This realization led us to seek a partnership that could blend our vision with professional design expertise. Brainbox Design Agency, with its rich history of creativity and design acumen, became our chosen collaborator. Operating out of Los Angeles, Brainbox brought a blend of laid-back sophistication and sharp professionalism to the table. Our journey with Brainbox unfolded over two insightful months. This wasn't just about a logo; it was about digging deep into Si-Roma's DNA to ensure the new design genuinely reflected our brand's essence and future direction. Brainbox, with their open approach and keen eye for design, acted more as co-creators than mere consultants.
Final
The end product? A logo that’s not merely a visual but a narrative. It bridges our past and future, encapsulating our ethos while signaling our evolution. Through this collaboration, we crafted more than a logo; we set a new cornerstone for our brand identity.
