Pizza Hut
Positioned for expansion
Pizza Hut is the recognized leader of the $25 billion pizza category and has been since 1971.
Challenges
Pizza Hut planned to expand internationally, so required a vibrant identity that would give the fast food chain universal appeal and worldwide recognition as the quality pizza chain for mass audiences.
Actions
Conducted consumer research on public perceptions of the chain.
Retained the well-recognized name and familiar red roof, incorporating the latter into a new brand identity.
Introduced new designs for signage, paper goods, menus and packaging as well as visual refinements to the retail interiors and exteriors.
Helped implement with the creation of a prototype restaurant, along with facility guidelines for worldwide usage.