the brief
Team: Rashmi Gupta, Namrata Bhatter,
Dev Kabir Malik
Year: 2013
Client: Pizza Hut / Yum! Restaurants India
Scope of Work:
Identity + Print + Web
In the Indian Market, Pizza Hut was stuck in no man's land - it wasn't affordable enough to be fast food yet wasn't aspirational enough to be regarded as a upscale restaurant. Our job was to infuse an energy and buzz to what was a stagnating chain.
what we did
Working closely with the architectural and in-house space design teams, we chose to infuse an overall openness and informality to the place by adding more glass to the facade to make it more welcoming, to adding a sub-brand called 'Hut Cafe', to give it coffee shop like activity in the in-between hours which usually saw it deserted.
We pushed the message of '& much more' to highlight the variety on offer that often went unnoticed. The Menu was thus redesigned to play up each dish by breaking from the conventions of standard linear listing.
We highlighted the sense of tradition around the signature Pan Pizza by adding a heritage zone to give the brand some grounding to balance the sudden youth centric shift.
