Papa Johns, the well-known pizza chain, has recently announced an exciting new brand identity that is bound to entice pizza lovers and pique their interest. They have gone the extra mile to create a fresh and captivating new brand identity that is sure to leave a lasting impression. So, let’s delve into the details and discover what makes their rebrand so sizzling and irresistible.
A Fresh Slice of Brand Revolution
As a popular pizza brand, Papa John’s has been successful with its iconic slogan ‘Better Ingredients, Better Pizza’. However, the brand was looking forward to update its platform in order to appeal to a new generation of pizza enthusiasts while still engaging its current customers. To achieve this goal, the brand concentrated on cultural significance and intends to stand out from its competitors by providing a delightful and amusing experience to its customers. This resulted in the pizza chain developing a new tagline ‘Better Get You Some,’ created by The Martin Agency. The new identity is centered around this catchy phrase, which aims to capture the attention of pizza enthusiasts and reinvigorate the brand’s image.
Jaclyn Ruelle, VP Head of Brand for Papa Johns, explains, “Our biggest goal was to create a new brand platform that provoked customers to reconsider Papa Johns, bringing them back to the brand and recruiting a new generation of customers.” Beyond that, they aimed to ignite cultural relevance with a category-shifting body of work that would make Papa Johns stand out from the competition while exciting and entertaining its customers.
Pizza Pop Culture Extravaganza
The brand refresh encompasses a comprehensive range of visual elements, from a revised color palette to the bespoke typeface ‘Pappy’ new photography, packaging, and advertising. The revised color palette dances with hues inspired by fresh ingredients. Think tomato reds, cheese yellows, and crusty browns. It’s a feast for the eyes before the feast for the stomach.
The new brand presentation exudes vibrancy and excitement, leveraging the visual allure of pizza to create a distinctive identity that stands out amidst competitors. The captivating new animated and live-action advertisement, directed by Dave Meyers and Adam Bricker, is a sensory rollercoaster. The ad features a soundtrack by Big Boi, which serves as a sensory sensation that draws on various pop culture references, offering a fresh perspective on showcasing pizza.
The Craft of Typography
At the heart of Papa John’s rebranding is the introduction of ‘Pappy’, a fully bespoke typeface meticulously designed to inject a playful essence while evoking the handmade and craft aspects of Papa John’s pizza. The rounded corners and forward-leaning nature of the characters are inspired by the dynamic elements of pizza-making, symbolizing the dough in motion, the splash of red sauce, and the stretchy cheese. This expressive typography not only reflects a decade-long personal passion but also represents a distinctive embrace of style by the brand.
Elevating the Pizza Experience
Papa John’s ambitious rebranding, marked by the captivating tagline “Better Get You Some” and a comprehensive visual overhaul, signifies a bold step towards redefining its presence in the pizza industry. The brand’s commitment to cultural relevance, visual exuberance, and a unique typographic identity is poised to transform the pizza experience for customers. As Papa John’s forges ahead with its fresh brand direction, it aims to inspire and captivate pizza enthusiasts while setting new standards in the culinary landscape.
