Pizza King Corporate Re-brand
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
The Mo'men Group
Pizza King |
| Project |
Corporate Re-brand |
| Industry |
Consumer Goods |
| Services |
Brand Communications and Collateral
Brand Guidelines
Brand Identity
Environments
Graphic Design
Brand Positioning
Value Proposition
|
“The Brand Union far exceeded our expectations! Their fresh ideas resulted in the creation of a meaningful identity and interior space..”
Ahmed Allam, Marketing Manager Mo’men Group
The new image needed to reflect a local brand with international standards.
We had to design a new Primary Identity, Retail Identity (Interior and Exterior) and
Brand Packaging.
An important consideration we took into account was that Pizza King, a local Egyptian brand, needed an identity that would allow them to proudly stand shoulder to shoulder with their international counterparts but at the same time not lose the Egyptian elements of the brand. We needed to infuse the local flavour into our design.
Our work was based on the brand essence of “feast of fun”. This dictated the tone of voice (light-hearted, quirky) as well as incorporating the ideas of family, friends and light-hearted humour.
We began our journey by looking at the best way of visually translating the words Pizza King. It was clear to us that a crown would be a good starting point. We added a quirky twist by using pizza slices to create this crown. Not only do these symbols relate directly to pizza, they too provide a subtle Egyptian influence by hinting at the Pyramids, a proud symbol of Egypt. This association is not overt but subtly hints to the local flavour of the brand.
Typography played an important role in the identity. We chose an uppercase font that depicts royalty, heritage and makes a statement. We brought the quirkiness in by customising the letters and jumbled them up to introduce the playfulness of the brand. We found that this added a fun, less formal aspect to the brand and showed their sense of humour.
Retail environments:
Pizza King’s new generic design is more an evolution of the existing retail environment than a revolution. Working closely with graphic designers, a look was created that was simple, warm and friendly.
The objective was to convey the feeling that this was a friendly ‘family pizza restaurant’ experience, where sit down and takeaway was equally important.
The interior is deliberately simple, grounded and sincere in its colouring, shapes and materials.
Finishes are practical, graphics are vibrant and the environment is definitely family focused and inviting. Shopfronts are clean, black framed glass fronts with a stone clad arch, fringed with a branded blue awning which adds a contemporary deli / pizza restaurant feel.
We developed an identity that has a dynamic, vibrant and fun visual identity that allows it to stand out from the crowd.
The packaging solution and interiors remained consistent with the Primary Identity and was a fresh application to the brand.
