From the carnivorous engine to the flexitarian street

Piranoid is a pizza dark kitchen in Barcelona born in 2016 that sells through its own website and main delivery apps. Initially focused on a carnivorous diet, it shifted to a "Guilt-free pizza" where flexitarian quality ingredients were used.

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 new brand imaged aimed to be inclusive and less harsh. Using a slightly modified serif typeface mixed with a contemporary Courier for the logo; modern line illustrations inspired by vintage American cartoons and a winning combination of black and yellow; we achieved that look.

To have physical presence and visibility, we created IRL experiences together with brands that represented the new "me" of the brand through joint events, such as Amigos Skate Shop, American Socks and Non Magazine.

Be right where your audience is

Through a strategy of both paid and organic social media (mainly Instagram), we managed to communicate the values and products of the brand through a punk and informal tone, recreating how two friends would talk on the street.

Giving something to talk about

To add extra value trying to stand out from the crowd; we designed a  concise but impactful action, playing with perceptions and double meanings. This is how we created the "Secret Ingredient".

What was just a little bag with oregano presented in an uncommon way, would lead to believe that it was a narcotic substance. And that would make people talk and generate some virality among the word-of-mouth of our public.

From the carnivorous engine to the flexitarian street