Dino’s Pizza is a small chain of the pizzerias that are located in Charlottetown and Summerside, Prince Edward Island. Dino's Pizza has been in business since 1974. The same “Old Recipe” of making pizza has been handed down from one generation to another. The owner opened a new location in Charlottetown in 2007 with the goal of bringing savoury items to satisfy different tastes and needs. Dino's offers customers a full menu to choose from, including two types of pizza crusts (thin and deep dish style), Gourmet Pizzas, Donairs, Garlic Fingers, Chicken Wings, Oven Baked Subs, Nachos, Seafood, Wraps, Burgers, Panzerotties, Salads and Mediterranean Food. The key to the many years of Dino’s Pizza’s success is the high quality of ingredients they use and the delicious food they offer for reasonable prices that keep the guests coming back again and again.
The owners of Dino’s Pizza called us to make a new menu design for their two restaurants. The branding was created in the 1980s and it was a good time to rebrand the restaurants' visual style. The business was well established in the local market and did not require a complete alteration of the logo design and brand identity. We decided to add new breath to the well-known logo to make it appear up-to-date and easily recognizable.
The success of the pizzeria’s business is providing delicious meals with prompt delivery service at an affordable cost. Time is critical for customers when they place online or in-store orders; they want to have their hot pizza right away! Based on this understanding, our rebranding task was to highlight this idea in Dino’s Pizza logo design. The “hot” colour scheme, the flame on the back side of the speedy piece of pizza, became the main “ingredient” of the new brand identity. The colour scheme that we chose, combined with the dynamic graphic design style of the menus, represents the “hot” dishes in a tangible manner to engage consumers to make an order. Also, the focus was on the special offers and benefits that the guests of Dino’s Pizza can clearly see right away when opening the menus.
The two distinct menu designs that we created for the two Dino’s Pizza restaurants were kept consistent with the new brand identity style. The refreshed logo design became the main element in the menus presentation to create a strong brand identity that delivers the essence of the business. The new branding helped the restaurants attract new consumers and encouraged their loyal clients to try new specials from their favourite pizza restaurant — Dino’s Pizza.
I would like to highlight the professional approach of the Art Fresh team to the task. They are deeply immersed in the brand, its fundamentals, and strategy. They offer solutions that will not only appeal to the customer, but also contribute to the achievement of the company's strategic goals.
Yulia Andrushkina Marketing and Investor Relations Director, IMC