Branding and Positioning
From the carnivorous engine to the flexitarian street
Piranoid is a pizza dark kitchen in Barcelona that sells through its own website and main delivery apps; born in 2016 within the motoring world and with a mainly carnivorous proposal. Over time, they realized that they needed to expand their target audience to increase sales.
Aquí es dónde entramos nosotros para trabajar un rebranding bajo el concepto “Guilt-free pizza”, proporcionándole otro significado a la pizza convirtiéndola en un alimento flexitariano con opciones veganas, evitando ingredientes procesados y hecho con productos de calidad y proximidad.
On the other hand, we shifted the focus from the motor to an urban and more inclusive segment that includes interests like skateboarding, bmx, music and art.
We managed to give a 360º turn to what was already established to give the brand a facelift that was accompanied by a change in the menu designed by the renowned international chef Diogo Noronha.
Flashing lights to fame
The change of storytelling and menu required an image identity in line with the new positioning.
The logo update aimed to be much more inclusive and less harsh than the previous one, so thanks to a slightly modified serif typeface mixed with a contemporary Courier, we achieved the desired style.
Together with modern line illustrations inspired by vintage American cartoons, that represented the main elements: the pizza, its ingredients and the piranha as a continuist symbol, we developed full new imagery.
In terms of colors, we opted for a winning combination of black and yellow for its appeal, accompanied by white to make it stand out even more.
For the photography, our goal was to distinguish them from other competitions, so they would stand out and provide added value in which the new identity could be perceived at a glance. Accompanied by lifestyle photos with a lot of personality starring users who themselves belonged to the urban community in which we were trying to fit in.
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The flip to the real
Being a dark kitchen, it was important to have a physical presence so that the users of this new segment could get to know them and let them try the pizza, which already had a high rate of repetition.
In order to create an IRL experience, we sought synergies with brands that represented the new "me" of the brand through joint events, such as Amigos Skate Shop, American Socks and Non Magazine, which were very successful in terms of visibility.
Be right where your audience is
Obviously, as a purely digital business, its communication needed to be right where the user is. That meant that social media (especially Instagram) had a lot of power.
Through a strategy of both paid and organic, we managed to communicate the values and products of the brand through a punk and informal tone, recreating how they would talk between two friends on the street.
Giving something to talk about
To be realist, there is a lot of competence battling in the same geographical area, so we make sure to look for differentiation to stand out from the crowd. We focused on finding a concise but impactful action, playing with perceptions and double meanings. This is how we created the "Secret Ingredient".
At its base, it was just a little bag with oregano (an ingredient commonly used in pizzas) but its aesthetics implied that it was a narcotic substance.
The objective of this action was to make people talk and generate some virality among the word-of-mouth of our public in order to achieve greater visibility.