There were two primary challenges to address in this project. The first challenge was to develop an identity for Papa John’s that would help them revitalize their brand image and keep up with their competitors. The second challenge was to create a brand personality that appealed to the senses of its audiences, communicated a promise and had a message that resided in every customer’s mind for a long time; a message that also addressed the current goal of Papa John’s – build international brand recognition and loyalty.
The concept for the final logo was based around four elements – the logotype, date of establishment, the tag line and the pizza icon. I rendered the logotype with a hand lettered font to depict the hand-tossed, custom made Papa John’s pizza, making it a creative and memorable mark. The pizza icon suggests strong customer service and high quality. each letter was tweaked multiple times to portray the right attitude to the target audience.