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Flippin' Pizza

Discipline

Brand Innovation

"Bulldog is flippin’ awesome! A world-class team that uses fresh creative ideas that have delivered exceptional results for our brand.”

PETER TREMBLAY, FORMER CEO

REBUILDING A PIZZA BRAND FOR GROWTH 
Challenge

Deep dish or thin crust? Fold-and-eat or knife-and-fork? When it comes to pizza, there are a lot of choices and Flippin’ knew it was time to stand out from the crowd. When they came to Bulldog Drummond, they lacked clear positioning and a distinctive voice to cut through the noise. What they did have, however, was authentic New York style pizza that’s loved by everyone. So it was up to us to help them develop a distinctive brand that matches its flippin’ delicious pizza.

Result

We began the project by building a clear brand strategy that merged their New York roots with their Southern California influence—think NY-style classic pizza with a SoCal perspective on fresh ingredients. We developed a voice that channels a direct and slightly gritty New York vibe that shaped both brand messaging and a fully redesigned look and feel that can be seen from the website, to signage, mailers, retail items and more. Next, we designed a store experience that would bring people together over this legendary pizza, whether they are families who want to eat in-store or those who want to grab a slice and go. At every touchpoint, the new Flippin’ brand delivers a big slice of happiness.

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