Brand Relaunch 2018
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Brand Relaunch
TABLE CONTENTS OF
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Our Mission Manifesto
Brand Voice
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The Proof is in the Pizza
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Brand Relaunch
We craft pizza po
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Brand Relaunch
Our Mission
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wered by culture.
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MANI PizzaPatron_BrandBook_singles.indd 8
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FESTO PizzaPatron_BrandBook_singles.indd 9
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We started out to make a pizza place‌
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Original 1986 Pizza Patrรณn
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One with an obsession with better, fresher ingredients
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tastes from our culture, and more than the usual toppings.
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but we start
u m ch
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ed something
bigger. PizzaPatron_BrandBook_singles.indd 17
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We did more than just bring flavor.
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We b r o u g h t
the flavor. PizzaPatron_BrandBook_singles.indd 20
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Our own vibe. Our own langU That look...tha “yeah, man I go PizzaPatron_BrandBook_singles.indd 22
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age. t nod that said t you… ” Even our own currency... PizzaPatron_BrandBook_singles.indd 23
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We ’r e b u il d i n g something for people
with hunger. PizzaPatron_BrandBook_singles.indd 24
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O n b o t h s i d e s o f t h e c o u n t e r.
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Where the fl
neighb PizzaPatron_BrandBook_singles.indd 26
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avor of the
oo orh d PizzaPatron_BrandBook_singles.indd 27
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I s b e c o m i n g t h e c o u n t r y ’s
next big craving. PizzaPatron_BrandBook_singles.indd 29
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and every ti we’ve broug can To the t table just k longer. PizzaPatron_BrandBook_singles.indd 30
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me we think ht all we able, the eeps getting PizzaPatron_BrandBook_singles.indd 31
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So pull up a chair. There’s room for you here.
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‘ C a u s e yo u ’ ve g o t yo u r
own flavor.
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And we want you to bring it.
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Brand Relaunch
BRAND VOICE PizzaPatron_BrandBook_singles.indd 38
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When you bring the flavor, you bring your unique energy to the table, and own it. Bite by bite. Slice by slice. We’re on a mission to create pizza powered by culture. So that’s why we encourage others to embrace what makes them different and, like our pizza, never spice it down.
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Brand Relaunch
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Brand Relaunch
Brand Voice
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We believe that pizza is more than just a food. It’s a piece of culture that should bring flavor to all the senses. We’re a maverick within a category of conformists. But we’re humble and empower all of our people—never cutting anyone down— knowing that we are all cut from the same crust.
As a neighborhood favorite, we don’t just offer delicious pizza, we provide an environment that’s an escape from the mundane. It’s part of how we bring the flavor. We serve up pizza that fuels your flavor in everything you do.
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Brand Relaunch
WE ARE Lively Independent Edgy Colorful Clever Genuine Spontaneous
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Brand Relaunch
Brand Voice
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WE ARE NOT Annoying Self-Centered Trendy Flamboyant Condescending Patronizing Reckless
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Brand Relaunch
Four key pillars that cover the range of topics we can speak to with authenticity
THE PATRÓN. THE MAN. THE MYTH. THE LEGEND. All around the Patrón icon. This pillar captures the many ways we can highlight the brand’s icon. For the first phase of the social strategy, we will not give the Patrón his own “character” or “voice,” but rather highlight characteristics of the Patrón, such as a mustache or hat. Once we’ve built up the brand presence online, we will introduce the Patrón in a strong and individual manner.
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PATRÓN ON-THE-GO. Pizza brings us all together. This pillar captures the social aspect of pizza, highlighting where the pizza is going, and who is enjoying it. It follows to-go orders from the doors of our stores on its journey to the table, party, garage band practice—wherever it’s headed—and celebrates the occasion of those enjoying it.
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Brand Relaunch
Brand Voice
INNER PATRÓN.
FEED THE PATRÓN.
Celebrating the Patrón in all of us.
A Patrón’s gotta eat.
Pizza Patrón was founded as a Latino-inspired, all-inclusive restaurant. Our welcoming nature is in our roots. Since then, we’ve continued to encourage individuality, celebrate the Up-andComers and Tastemakers, and accept the street culture of our communities.
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Showcase the flavor, value, and sheer love of Pizza Patrón pizza (and other menu items).
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Brand Relaunch
THE PROOF IS IN THE PIZZA PizzaPatron_BrandBook_singles.indd 46
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Brand Relaunch
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When you live between two cultures, you’re free to create and innovate.
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Sure, we already bring fresh flavors like chorizo, fresh ranch, and other unique combinations. We make our dough fresh and hand-slice our veggies daily.
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And you should be proud, but we can’t get complacent.
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So let’s keep tos pizza norms out
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sing all the the window.
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ARE YOU PAT PizzaPatron_BrandBook_singles.indd 56
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RÓN ENOUGH? PizzaPatron_BrandBook_singles.indd 57
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