Papa Murphy’s
Rebrand
Pizza brands had been doing the same old things for years: showing perfect pies and impossible cheese pulls. But Papa Murphy’s isn’t that. Papa Murphy’s is real. Real ingredients that you bake in your home for a real meal. Full of the messy joy of pizza. Through a strategy and art direction rebrand, we became the first pizza brand to embrace the beauty of realism.
Role: Senior Art Director
Strategy
I pushed the brand into new visual territory using basic elements of art direction and core brand principles. (This is a small sampling of the visual strategy work)
New Principles
The results led to new principles for the brand.
Before (left)/After (right)
Video
