A Topper's Pizza employee in a green cap and tee points to the Topper's wordmark while holding a stack of pizza boxes, on green A Topper's Pizza employee in a green cap and tee points to the Topper's wordmark while holding a stack of pizza boxes, on green

Topper’s Pizza

Delivering Taste: Reimagining a Pizzeria’s Brand Challenge

Topper’s Pizza, a cherished regional pizzeria chain, faced the challenge of expanding beyond its home market in a highly competitive landscape. With a loyal local following, the brand needed a strategic repositioning to stand out in an oversaturated market dominated by third-party delivery services and countless pizza options.

WHAT WE DID:
Brand Strategy
Brand Identity
Store Design
Communications
Brand Tool Kit

The round black Topper's Pizza sign on a brick wall, beside the 'Dough, Local, Sauce, Tradition' stamp marks on kraft paper The round black Topper's Pizza sign on a brick wall, beside the 'Dough, Local, Sauce, Tradition' stamp marks on kraft paper

Insight

In a world where every pizzeria promises the best taste and freshest ingredients, we identified a deeper truth: Pizza night is a cherished tradition, a time for families to unwind and connect over a meal everyone loves. Our strategy focused on transforming Topper’s Pizza from just another option into an integral part of these special moments, building a lasting emotional bond with customers.

A Topper's Pizza restaurant exterior on a brick corner, with the green wordmark, yellow umbrellas and window posters A Topper's Pizza restaurant exterior on a brick corner, with the green wordmark, yellow umbrellas and window posters
The Topper's Pizza logo before and after: the old green and red cartoon lettering with a top hat, and the new green wordmark with a pizza-slice apostrophe on black The Topper's Pizza logo before and after: the old green and red cartoon lettering with a top hat, and the new green wordmark with a pizza-slice apostrophe on black
Friends eating pizza slices under Topper's 'Where pizza is tradition' posters and the Dough Local Sauce Tradition stamp Friends eating pizza slices under Topper's 'Where pizza is tradition' posters and the Dough Local Sauce Tradition stamp

Solution

We reimagined the Topper’s Pizza brand around the concept of tradition and family values. The new tagline, “Where Pizza is Tradition,” encapsulates the brand’s commitment to delivering not just food, but a heartfelt experience rooted in quality and heritage.

'Where pizza is tradition' in script on red, yellow and green stripes, beside hands sprinkling basil on a fresh pizza 'Where pizza is tradition' in script on red, yellow and green stripes, beside hands sprinkling basil on a fresh pizza
A Topper's Pizza billboard reading 'Made for sharing!' with three friends eating pizza, as a skateboarder walks past A Topper's Pizza billboard reading 'Made for sharing!' with three friends eating pizza, as a skateboarder walks past

The brand’s visual identity received a modern overhaul, starting with a logo that features a slightly-arched font, symbolizing the rising crust of a freshly baked pizza, and a playful pizza slice apostrophe, adding a touch of whimsy. This versatile logo shines across all platforms, from storefronts to packaging.

The Topper's 'Est 1982' maple leaf mark on green, beside a black pizza slice on a red, green and cream triangle pattern The Topper's 'Est 1982' maple leaf mark on green, beside a black pizza slice on a red, green and cream triangle pattern
Three Topper's 'Where pizza is tradition' posters on a brick wall, as a man walks past Three Topper's 'Where pizza is tradition' posters on a brick wall, as a man walks past

We carefully selected a color palette that evokes freshness and craftsmanship—earthy greens, browns, and authoritative blacks—creating a cohesive and warm brand presence. The redesigned retail experience emphasizes craftsmanship, with staff donning stylish uniforms and stores showcasing the brand’s dedication to excellence.

Even the pizza boxes became more than mere containers; they proudly display the brand’s new identity, reinforcing the connection to family traditions.

Two framed Topper's posters on a brick wall, each with the Dough Local Sauce Tradition stamp over hands holding pizza ingredients Two framed Topper's posters on a brick wall, each with the Dough Local Sauce Tradition stamp over hands holding pizza ingredients
The Topper's pizza box before and after: the old kraft box with green lettering and a map, and the new box with the black wordmark and green pizza slice The Topper's pizza box before and after: the old kraft box with green lettering and a map, and the new box with the black wordmark and green pizza slice
A woman holds a tablet showing the Topper's Pizza online ordering page, with a 'Build your own large 4-topping' offer A woman holds a tablet showing the Topper's Pizza online ordering page, with a 'Build your own large 4-topping' offer

Results

The rebrand is already gaining traction as Topper’s Pizza prepares to expand into new markets. Franchisees have responded enthusiastically, and early sales data shows a positive trend. By aligning the brand with the values of tradition and quality, Topper’s Pizza is now poised to become a beloved part of family traditions far beyond its original market.

Phones showing Topper's Pizza social posts for honey ham pizza, pickup perks, Celebrate Around the Table and crispy chicken bites, on a yellow background Phones showing Topper's Pizza social posts for honey ham pizza, pickup perks, Celebrate Around the Table and crispy chicken bites, on a yellow background