7 August 2024
Tasting a Slice of Success: a Brand Makeover Story
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At the beginning of 2023, a client of mine decided to open a fast-casual pizza restaurant in a saturated university area without investing in brand identity or communication. His initial plan was to sell high-end pizza to students in an area filled with cheaper options. But the business was struggling, and he was considering closing. I offered to help him create a more strategic plan and visual identity, but with one condition: we needed to change the restaurant's niche, which was clearly a critical factor.
He accepted, and we aimed to create a cozy and stylish environment for a relaxed break, suitable for work and family occasions, standing out with a gourmet menu. Our visual strategy centered around a golden star made of eight pizza slices, representing the tagline “La Stella del Gusto” (“The Star of Taste”). Paired with dark blue, the design established the restaurant’s elegant positioning. We also revamped the signage, menus, and promotional materials.
Reflecting on the experience, my client shared: «The help I received made me realize how a DIY approach would have led to failure. With the identity we defined, I targeted a specific audience and created loyalty, despite the strong competition». This highlights how the right brand identity can transform a business, proving that professional identity and strategy are crucial for success.
And above all, helping a headstrong entrepreneur change his mind for the better was as satisfying as savoring a hot, cheesy slice of pizza.
Back to journal
Tasting a Slice of Success: a Brand Makeover Story
Back to journal
At the beginning of 2023, a client of mine decided to open a fast-casual pizza restaurant in a saturated university area without investing in brand identity or communication. His initial plan was to sell high-end pizza to students in an area filled with cheaper options. But the business was struggling, and he was considering closing. I offered to help him create a more strategic plan and visual identity, but with one condition: we needed to change the restaurant's niche, which was clearly a critical factor.
He accepted, and we aimed to create a cozy and stylish environment for a relaxed break, suitable for work and family occasions, standing out with a gourmet menu. Our visual strategy centered around a golden star made of eight pizza slices, representing the tagline “La Stella del Gusto” (“The Star of Taste”). Paired with dark blue, the design established the restaurant’s elegant positioning. We also revamped the signage, menus, and promotional materials.
Reflecting on the experience, my client shared: «The help I received made me realize how a DIY approach would have led to failure. With the identity we defined, I targeted a specific audience and created loyalty, despite the strong competition». This highlights how the right brand identity can transform a business, proving that professional identity and strategy are crucial for success.
And above all, helping a headstrong entrepreneur change his mind for the better was as satisfying as savoring a hot, cheesy slice of pizza.
Back to journal