REBRAND BOOK ROLAND J ROYAL
TABLE OF CONTENTS TABLE OF CONTENTS 3 THE COMPANY 5 NARRATIVE 12 STRATEGY 15 MEDIA MIX 19 THE LOOK 25 THE LOGO 31 PROTOTYPING 44 THE FUTURE 50
THE COMPANY Pie in the Sky is a local pizzeria. Started in 2000 Pie in the Sky’s wanted to merge the traditional Italian pizzeria that people love with technology that promotes interactivity, fast delivery, and great tasting foods. In a world of constantly evolving technology, the food delivery industry seems to be lacking behind. Pie in the Sky is seeking to revolutionize the pizza delivery industry in Chicago by offering its consumers drone delivery. Not only will the drone delivery system eliminate the transfer from shop to car to home, but it will be much faster ensuring that you receive a fresh and hot meal each and every time. PROJECTBOOK5
COMPETITION DOMINOS
GIODARNOS
ITALIAN FIESTA
• Domino’s is a nationwide chain and franchise with restaurants in all 50 states. • They are known for fast delivery and their online pizza tracker. • They have a mobile app that allows ordering from within the app and tracking.
• Giodarno’s is a Local Franchise • They specialize in Deep dish pizza which is a Chicago staple. • They offer specialized and customized frozen pizza shipment nationwide.
• Italian Fiesta chain of pizzerias that offers catering. • They provides traditional thin crust pizza. • They have been around since the 1940 and are a family based business.
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LIKE NO OTHER Pie in the Sky is the only traditional pizzeria in Chicago that offers its customers a drone based delivery service.
VALUES We strongly believe in
Innovation, Dependability, Fast Service, and Great Food. PROJECTBOOK9
LOCATION
Pie in the Sky is located in the famous University Park-Little Italy section of Chicago. The area boasts a plethora of Italian restaurants, parks, and shops.
Most of the pizzerias in Little Italy while once family owned local shops have franchised out. This is something Pie in the Sky has decided not to do to keep our authentic taste and feel. PROJECTBOOK10
DELIVERY TIMES Pie in the Sky plans on making itself stand out by not only offering delivery but by changing the delivery scene. With the drone delivery system Pie in the Sky plans on reducing its already fast 15 min delivery time to around 10 mins.
This will allow Pie in the Sky to deliver fast, reliable, great tasting food, something that none of the competitors have. PROJECTBOOK11
NARRATIVE Antonio recently relocated from Michigan back to his hometown of Chicago. While unpacking his wife suggests that they order in because it was too late cook. Antonio remembers all the great restaurants, but also remembered how long they took to deliver. When he looks up restaurants he notices Pie in the Sky. They promised fast delivery in 30mins or less which is great timing on the weekend, ever more so in Chicago. What’s even better Antonio was also able to watch and track the pizza as it made its way to them. When the pizza was delivered it was just how he remembered. Both Antonio and his wife was happy with the dependable service, fast deliver, innovative systems, and overall great food that Pie in the Sky provided.
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STRATEGY Pie in the Sky wants to introduce their drone delivery system via a new campaign that will showcase their 4 core values. This campaign will cover a host of different media and provide a fresh new look for Pie in the Sky. The campaign will focus more on the quality of food and demonstrate how innovation and technology can make this process better.
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AUDIENCE AGE GROUP MAKEUP Ages 12 - 17
Ages 18 - 24
Ages 25 - 44
Ages 45+
5% 10%
• • • • • •
35% 50%
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People of all ethnic backgrounds Single & Married Male & Female All Income levels Residents of Chicago People who frequent the University Park / Little Italy Area • Anyone who likes traditional Italian Food & Pizza
INCREASE POSITIONING AMONGST COMPETITION. Pie in the Sky is fairly new in the traditional Italian cuisine market that serves the greater Chicago area. Many of the traditional family ran restaurants have established loyal customer bases and great reputations for themselves over the many years they have been in business.
GOALS INCREASE BRAND AWARENESS Increasing brand awareness by 5% is a goal of Pie in the Sky. With the new campaign , drone system , and overall new look and feel of the brand , people will come to learn that not only is Pie in the Sky tech savvy and innovative but provide great food and great service.
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MEDIA MIX *percentage of people who use this media outlet to find restaurants
Internet is the driving force behind many decisions including food with the primary target market. More focus will be put into Internet and mobile because of this. Print media will reinforce the digital marketing and creative marketing tactics will get people involved with the brand offering numerous ways people can be exposed to Pie in the Sky
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Pie in the Sky’s GMT will take place in Arrigo Park (1 block over from the restaurant). The Event will allow people to get familiar with drones that they will be seeing in the skies, and also experience the taste of the pizza that Pie in the Sky has to offer. It is a community event that is free to the public. PROJECTBOOK22
Pie in the Sky prides itself on providing experiences like no other. The GMT will reinforce this by bringing something the community has never seen before. Fun and enjoyment is the main takeaway that Pie in the Sky wants. Since the community is what drives sales, bringing the community together and interacting with the customers is a huge plus. PROJECTBOOK23
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THE LOOK The new look will be more modern and clean with a set color scheme, texture, and text style. Imagery that is used includes the new logo, the restaurant and pizza, and the drones. Shapes that are used includes basic circles, clouds, and the Chicago Skyline Silhouette will be used Sounds will be rather upbeat and swift, with tech styled beats, effects, and music
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CHEESE CRUST
SAUCE PEPPERS
The colors of Pie in the Sky come directly from our products. Red is the sauce, Green is the peppers, Gold for cheese, and Tan from for crust. These colors were chosen to help entice hunger and show our traditional Italian side. The texture comes from textured pizza boxes. The box is the first thing people see when opening their pizza. It should look great. The circular shape pays homage to our love affair with pizza. Pizza is our life therefore our life and love must be reflected within the brand. Long live pizza!
TYPOGRAPHY The right type says everything about the brand. Just as important as color the type conveys emotion and thats why Pie in the Sky’s type was specfically chosen to pop.
The TW CEN MT font family was chosen because of its boldness yet curvature nature that bodies the shape and feeling of Pie in the Sky. The condensed version of the font provides a technical feeling that represents the constant innovation that Pie in the Sky has.
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DESIGN ELEMENTS
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THE LOGO The Pie in the Sky logo was developed from direct research and feedback from the target audience. Not only does it reflect the brand name but the values of innovation, great food, and awesome service.
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ITERATIONS Two logo iterations were done and feedback was gathered to see what effect “green� had on the messaging and overall look. It was concluded that green brought too much attention to certain parts of the logo that were not important. It was also concluded that the two colors (Gold and Red) were more powerful for a restaurant and more accurately represented the brand and products.
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APPLICATION The application of the logo depends on the background. In some instances a drop shadow or circle may be applied to the full color logo, while the single colored logos are to be placed on backgrounds that are too dark or too light. The logo can be placed in any colors of the color palette for single color where appropriate.
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PROTOTYPING
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THE FUTURE Immediate future goals revolve around the drone delivery system. The Drone system is unique selling point of Pie in the Sky so it has to stay awesome. Future goals include research on personalized drones based off the person who took the order, outsourcing drones to other restaurants as a novelty service for a fee, and using the drone as mobile advertising within the public.
The main goal for the future is double and eventually triple the delivery range of the drones. Currently its a neighborhood service but increasing delivery to the University of Illinois, Dowtown, and surrounding neighborhoods is the main focus.
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Roland J Royal 804.888.2566 rolandjroyal@gmail.com