PAPA MURPHY’S
Visual rebrand and video.
BACKGROUND
Papa Murphy’s Take ‘N Bake Pizza was #5 in the pizza category behind Dominos, Pizza Hut and the other big names. But they were #1 in fresh ingredients - dough is scratch-made daily, vegetables are hand cut and not a single store owns a freezer. Papa Murphy’s fell into the trap of representing their pizza the same way as everyone else.
CHALLENGE
Update the visual look and feel to communicate “fresh” and separate the brand from the rest of the pizza world.
IDEA
Beautiful “Cinema Pizza-te,” shot by master food director and first-time commercial director David Gelb (Jiro Dreams of Sushi, Chef’s Table).
Visual rebrand and video.
BACKGROUND
Papa Murphy’s Take ‘N Bake Pizza was #5 in the pizza category behind Dominos, Pizza Hut and the other big names. But they were #1 in fresh ingredients - dough is scratch-made daily, vegetables are hand cut and not a single store owns a freezer. Papa Murphy’s fell into the trap of representing their pizza the same way as everyone else.
CHALLENGE
Update the visual look and feel to communicate “fresh” and separate the brand from the rest of the pizza world.
IDEA
Beautiful “Cinema Pizza-te,” shot by master food director and first-time commercial director David Gelb (Jiro Dreams of Sushi, Chef’s Table).
THE SELL
I started with a competitive analysis - looking at basic representations of brands’ pizzas. I broke the images down to core art direction components and identified areas of differentiation that were on brand and communicated “fresh.”
I then pulled reference images that represented the areas of differentiation and identified important moves to learn from each photo.
BEFORE
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AFTER
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VIDEO
