Pizza Inn orders up a fresh mascot makeover
Character Design, Illustration
HOW IT STARTED
client
Pizza Inn
Location
252 Stores Nationwide
Art Direction
Savannah Jackson,
BooneOakley
Pizza Inn's story began in 1958 when two brothers decided to open a local family pizza restaurant in Dallas, Texas. After 60 years of hard work and a lot of delicious pizzas, the business grew into a large franchise with over 250 locations across the entire southwest. Looking towards establishing the next 60 years of success, Pizza Inn decided it was time to update the brand. They turned to BooneOakley, an award-winning agency located in Charlotte North Carolina, to update their brand.
That's when BooneOakley reached out to Good Craft to rework the vintage 'JoJo' mascot, bringing him into the 21st century. Developing a new mascot from scratch is one thing. Reimagining a beloved character that's over 60 years old is another. To honor that storied past, we needed to maintain some qualities of the vintage JoJo while evolving some of the others. BooneOakley determined the new brand direction should evoke a sense of neighborly warmth, and be perceived as easygoing, reliable, and proud.
With that in mind, the team set out to reimage JoJo in a way that embodied those qualities.
CONCEPT SKETCHES
NOTE: JoJo was drawn to be an everyman's hero worker—exuding strength and pride in his workmanship.
HOW IT WENT
The final version of JoJo was drawn in three poses with two unique facial expressions. The updated mascot was well received and represented the updated brand values laid out at the beginning of the project.
THE FINAL RESULTS
Following the successful reimagining of the JoJo mascot by BooneOakley and our collaborative efforts, the next phase of Pizza Inn's brand rejuvenation was entrusted to Chute Gerdeman. Esteemed for their expertise in creating immersive brand experiences, Chute Gerdeman adeptly wove the updated design elements into the fabric of Pizza Inn's physical spaces. Their innovative approach to environmental design not only breathed new life into the restaurants but also ensured that the essence of the reimagined brand was palpable in every corner. Through a meticulous transformation of the interior spaces, they achieved a harmonious balance between contemporary flair and the cherished, nostalgic elements of Pizza Inn's legacy. The photographs showcasing their environmental design work stand as a testament to their exceptional skill and vision.
NOTE: Credit to Chute Gerdeman agency for interior space design of the Pizza Inn.
NOTE: Credit to Chute Gerdeman
NOTE: Credit to Chute Gerdeman
The rebranding effort, marked by the refreshed mascot and the revitalized restaurant environments, has been met with enthusiastic approval from both Pizza Inn and its patrons. The seamless integration of the new brand identity into the restaurants has rekindled a sense of community and warmth, reinforcing the brand's commitment to being a neighborly, reliable, and proud establishment. This rejuvenation has not only honored the legacy of Pizza Inn but also set a solid foundation for its continued success in the years to come.
Contact
Jared's work is influenced by a passion for early comics and vintage ephemera to create a new and lasting aesthetic. Do you have a project that would be a good fit? Let's talk.
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