Services
Brand Intelligence
Creative Development
Digital Engagement
Industry
Food & Beverage
2017
Rebranding A Fast Casual Restaurant Franchise
When we first met the Pieology Team, their brand had gained acclaim as the new “Chipotle of pizza". The fast casual restaurant’s footprint was quickly growing, however, so too was the threat of a fragmented brand experience. That’s when Pieology partnered with Magnetic to evaluate and rebrand the restaurant chain in time for major franchise expansion.
At the start of this engagement we were already big fans of the make-your-own pizza concept. Who isn’t? But re-shaping the Pieology brand began with a deep look at its foundation. We set about creating a new narrative, brand persona, and tone of voice by which to anchor all things creative. The goal was to achieve peak relevance with warm and inviting visuals that captured Pieology’s passion for bringing people together, unlimited toppings, and community.
Developing a Brand You Can Sink Your Teeth Into
Early on, Pieology’s success was attributed to a market gap in the fast casual restaurant segment. If it was to continue its ascent, we had to take a deep look at its foundations. We set about developing a brand DNA that would define the core tenets of Pieology’s brand. In other words, we went searching for the humanity within pizza.
It started with the underlying crust, the why we exist, it's the big differentiator for all great pizza and brands. Then we looked at the secret sauce - how was Pieology unique from what we observed about the competitors were doing and saying. But the real human connection when you actually shared and tasted the pizza - it's what materialized when we strategized a brand narrative, brand values, brand promises, tone of voice, and brand persona.
Early on, Pieology’s success was attributed to a market gap in the fast casual restaurant segment. If it was to continue its ascent, we had to take a deep look at its foundations. We set about developing a brand DNA that would define the core tenets of Pieology’s brand. In other words, we went searching for the humanity within pizza.
It started with the underlying crust, the why we exist, it's the big differentiator for all great pizza and brands. Then we looked at the secret sauce - how was Pieology unique from what we observed about the competitors were doing and saying. But the real human connection when you actually shared and tasted the pizza - it's what materialized when we strategized a brand narrative, brand values, brand promises, tone of voice, and brand persona.
“ The concept behind the Do-No-Wrong Dad is, that he never takes himself too seriously. He’s calm, funny, sometimes eccentric, and always coming from a place of love. He loves chatting with his growing children, and getting to know their friends. And they love him because, well, he’s kind of a goof. He’s eager to show you something new and fun, but would never interrupt the process of self-discovery. It gives us a lens to communicate that approachable aspect of the brand tone of voice. ”Jeff Horn
Creative Director
Feel The Warmth Of Pizza, Friends and Connection
We wanted to let our fun personality shine through in-store, encourage social sharing and encourage people's creativity. We wanted to bring a modern and sophisticated flavor to Pieology’s in-store branding that can easily be rolled out to support growth in new regions as new franchises popped up quickly nationawide.
As it happens, Pieology’s founder is huge fan of inspirational quotes. His love for quotes manifested itself into many touchpoints of the brand. At Magnetic, we wanted to thoughtfully infuse this positive energy into every word until arriving at a dynamic, inspiring and geographically relevant focal point for all Pieology guests.
To Share Or Not To Share That Is The Question
Plain brown pizza boxes have their place. Just not at Pieology. When the time came to rethink packaging items like cups, pizza boxes and box liners, we wanted to create a branded experience that guests can take home with them and share with others along the way.
By infusing branded quotes, engaging content, and social media extensions onto in-store collateral, Magnetic was able to extend Pieology’s brand experience beyond the store. Now guests can name their pizza, share their creations on social, engage through branded hashtags, and be featured on Pieology’s social channels.
With a newly redesigned in-store experience, it was time to turn our focus on employees. “Pieologists” as they’re called, are the smiling faces assembling your pizza behind the counter. Magnetic outfitted Pieologists with all-new staff and manager uniforms that complement the store environment.
Come Discover The Pizzabilities At Pieology
Competing in a rapidly growing fast casual dining market requires more than an exceptional custom pizza. Pieology needed to dish out exceptional content too. So we developed and implemented a content strategy focused on reducing the gap between digital and in-store experiences. One of the crowning pieces of this strategy was Pieology’s Brand Video, a tribute to the personality, fun, and community of make-your-own pizza.
Pizza Vibes, Inspiration & Fun. Let's Be Friends.
Social media played a large role in Pieology’s content strategy. With little in the way of established social channels, we had the opportunity to express the fast casual brand’s personality virtually from scratch. Using the perfect blend of branded content and user generated content supplied by each franchisee, Magnetic developed a social engagement strategy, topped with a simple, funny and approachable voice.
Results From Rebranding
Services
Brand Intelligence
- Research & Discovery
- Brand Development
- Brand Strategy
Creative Development
- Creative Strategy
- Creative Development
- Asset Creation
- Video Production
Digital Engagement
- Analysis & Definition
- Marketing Strategy
- Campaign Execution
- Measure, Report & Iterate