«DODO Pizza» branding in China LINII
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Brand Identity
Task
Before the start of our work, the brand had an uninteresting, dim design of pizza boxes, irrelevant for an Asian audience. Asian styled graphics is very expressive, bright, it has a lot of characters, it is completely different from the European style. It was necessary to create a new corporate visual style for the DodoPizza brand in China, which would combine all brand contact points and support the concept of the “amazing pizza world”.
Ideas and solutions
To the Dodo team, we proposed a complex approach, which guaranteed maximum immersion of the participants. It included a full-fledged study of the fast-food market in Hangzhou and Shanghai, ethnological tours, search for insights, and a strategic workshop. At the first stage of the project, our team had to dive into China’s fast food market in a short time, conduct expert interviews, talk to sinologists and anthropologists, find out features, insights, and so on. The result of the work was a large strategic session, where many elements of the brand's product concept were reviewed, as well as the development of a new positioning. When developing the visual concept, we quickly came to the conclusion that for the project to be complete, we need to combine café’s space and packaging with one idea. We proposed several concepts and, as a result, chose one of them, the most promising one — the concept of “Portal between fantastic worlds”. According to it, the packaging was a parcel from one of the parallel universes, and the pizzeria was the post office where these parcels come. A box of pizza every time is a package from a fantasy world. The drawn worlds are consistent with the brand's product benefits. Each illustration is a world of sensations that opens with every slice of pizza. Only emotions and feelings matter. This idea is perfectly expressed by the slogan — ”Pizza & adventure”.
