Flatstone Pizza Co. A Crafted Pizza Brand
In early 2020, Country Choice started developing an exciting new crafted pizza product. Designed to appeal to a range of different operators from pubs and hotels to convenience outlets, it was also super-easy to implement. The offer had the potential to be part of the wider Brakes Group family of brands.
The opportunity to work on a complete brand invention from name to launch is a design agency’s dream job. Suffice to say, it put a smile on all our faces, especially as it landed just as the country was emerging from the first lockdown.
Coming up with a new brand name is incredibly difficult. It often feels as if every perfect, amazing name you come up with is already taken. Even the crazy, off-the-wall ones! Fortunately, we love this kind of challenge and we never give up. After thoroughly researching the offer, we approached the naming process from several different angles. The name Flatstone Pizza Co. was presented among other options and was collectively well received. After extensive trademark searches, it was finally agreed we now had a meaningful name to represent the brand, so we were on to the design stage.
On reviewing the consumer insight, it was clear that almost everyone likes pizza, so we needed to create a brand look and feel to appeal to all demographics. Mass appeal yes, but also unique. After all, this concept is rather special. With a visually appealing traditional rustic-style base, and a delicious tomato sauce that is Portuguese sunshine captured in a bottle. It has over 20 crowd-pleasing recipes to explore. To bring this concept to life, we imagined a vibrant brand, with a playful tone of voice. A bold colour palette with a stylish yet playful swash typeface supported by a simple, legible sans serif. The USP’s needed to be communicated at every touchpoint – the pizza base is stretched by hand, baked on a flatstone, and carefully topped with quality ingredients.
The importance of good copywriting is crucial to communicate the benefits of any offer. And we think we’ve nailed it for Flatstone Pizza with… Hand-Stretched, Stone-Baked, Crafted-Pizza. It couldn’t be any clearer. These 3 key selling points were made into a graphic label forming an important element of the brand.
We chose a photography style that told a story of delicious, quality pizza, fresh from the oven, and highlighted the beautiful ingredients. We created the logo, a suite of assets and brand guidelines until we had everything we needed to create the launch collateral.
A key element and sales tool was the digital Sales Presenter. We thoroughly enjoyed designing a 35-page brochure detailing the proposition, the steps to success, the equipment and support. Every page is on-brand visually and with a vibrant tone of voice – creating a compelling brand experience in one document.
To support this exciting launch, we created a mini-website. Take a look! www.flatstonepizza.co.uk
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“Flatstone Pizza Co. has been very well received by the Brakes Group. Everything from the brand identity to how it looks across all of the POS and menus has been really positive.
It fits well within our business and is helping to create many new opportunities throughout the group. The Website and Sales Presenter is helping us to raise awareness and to communicate the brand and offer in great detail.
Allen Creative have impressed us once again with their enthusiasm, dedication and creativity. We’re really excited about the future for Flatstone Pizza Co!”
"Garry Picton, Managing Director, Country Choice"