Dough Pizza Franchise
-Brand Strategy
-Brand Identity
-Graphic Design
Dough Pizza specializes in authentic New York Halal Pizza. This franchise start-up was struggling to find its identity. The founders had identified an unmet need for Halal-based New York-style pizza, but were worried that embracing a Halal-focused business model would suffer from anti-Muslim sentiment and alienate non-Muslim customers.
Setting the Strategy
Through design sprints, interviews, and market research, the value of inclusivity became the brand’s focal point. Eating is a powerful way to bring communities together, and what better way to do that than through New York slices.
Sliced For All
Adding the tagline “Sliced for All” allowed brand to be more inclusive and less polarizing. We expanded the menu to include plant-based, vegetarian, and gluten free options in addition to its Halal base. The visual identity was designed as a modern, minimalist take on the classic diner era design.
I set a long term strategy of social impact marketing to various community-based organizations in New York, where Dough would donate proceeds of specialty pizzas to a partner organization as a way to spotlight their impact. I collaborated on the print, press, & social media marketing campaigns to amplify the brand and explore new growth opportunities.
“Colin took the time to understand what our mission and goals were and was able to design and bring our concept to fruition. He interacted and engaged with our team to create the most effective strategy for launching the brand. He truly cares about the vision and mission. All of our team members looked to Colin for direction and guidance to grow our brand and increase revenue. ”
Brand Identity - Logo Design
New Retro
Inclusive
Iconic
The logo design is modern, minimal, and bold with the iconic New York slice that announces and anchors the brand.
Marketing Strategy - Online and In-Store Engagement
Graphic Design Deliverables
Iconography
