Better Pizza. Better Ingredients.
Challenge: There were two primary challenges to address. 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 existing logo is quite similar to Papa Murphy’s. There could be an overlap of brand recognition in the consumers’ minds. With competition brands like Pizza Hut and Domino’s Pizza, Papa John’s needs an identity that appeals to the senses of its audiences, communicates its promise and resides in every customer’s mind for a long time; but one that also addresses the current goal.”
Graphic elements for communication materials that compliment the logo mark with primary focus on the brand message – High quality ingredients in every pizza ordered/delivered – consistently.
Vision: The first step was to develop the logo. After conducting a thorough research, I started brainstorming and sketching my ideas. A crucial part of this process was that I took breaks between these sessions to reflect on the sketches to attain a fresh perspective on the job at hand. The challenge that I had while sketching the logos was trying to incorporate ‘quality’,‘modern-heritage’ and ‘custom-made’ into a single logo, while also making the logo look like it was for a global consumer.
With a strong identity in place, I developed solid creative solutions for Papa John’s in order to heighten its brand visibility. My aim was to create a visual identity for Papa John’s that works for its business and for decades to come. This new identity and branding system does just that.
Color Analysis: After shortlisting a few colors that reflected the values stated in the design brief, I decided to retain the red from the existing Papa John’s logo and modified it slightly to represent the freshness and vibrancy of the brand. I selected 2 shades of yellow that were not too bright, nor too dull, which gives off an aura of originality and a promise of good health.
Type Analysis: I manipulated the script font – Dragon is Coming – to portray a personalized element in the logo. The aim was to acheive the look of a modern, fresh, and sustainable company. Helvetica Neue is a modern typeface that is effective for display purposes and it looks good in both straight-line or curved formats, which worked really well for Papa John’s. The additional spacing between each letter gives it a touch of ‘gourmet’.
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.