DINO’S PIZZA
Dino’s Pizza is a small chain of pizzerias located in Charlottetown and Summerside, Prince Edward Island. Dino's Pizza has been in business since 1974. The same “Old Recipe” for making pizza has been handed down from generation to generation. The owner opened a new location in Charlottetown in 2007, intending to bring savoury items to satisfy different tastes and needs. Dino's offers customers a full menu, 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 returning.
Challenge
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 completely altering the logo design and brand identity. We decided to add a new breath to the well-known logo to make it appear up-to-date and easily recognizable.
Idea
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 immediately! Based on this understanding, our rebranding task was highlighting 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 we chose, combined with the dynamic graphic design style of the menus, represents the “hot” dishes tangibly 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 see right away when opening the menus.
Results
We created printed and digital menu designs for the two Dino’s Pizza restaurants consistent with the new brand identity style. The refreshed logo design became the central element in the presentation of the menus to create a vital brand identity that helped the business stand out in the highly competitive marketplace. 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.