Creative and Art Direction
Brand Development and Strategy
Scott Warren, Copy
Jimmy DeFlippo, Photography
The Resort Operations team at Marriott Vacations Worldwide was ending its partnership with Pizza Hut thus saving the company thousands in franchising fees annually. It replaced that offering with a higher quality, hand-made pizza made with artisanal dough (50% pizza dough, 50% ciabatta dough).
Introducing Pizza Cucina, a new brand that focuses on the artistry of making pizza by hand. Using an unexpected blend of pizza and ciabatta doughs paired with a choice of meats, cheese and fresh toppings, each pizza is masterfully handcrafted in our kitchen.
This new process yields true artisanal pizzas that are perfectly imperfect. Each pizza is unique and features uneven edges and other details that are hallmarks of a handcrafted product.
To entice resort guests to purchase a made-to-order artisanal pizza during their vacation stay.
Resort guests seeking a convenient, quick dining option, but who also have an appreciation for high-quality ingredients.
Authentic, Skilled, Passionate.
Handcrafted, artisanal pizza, made personally for you.
The Pizza Cucina logo resembles the artisanal, imperfect look of the product. I designed it as a one color stamp that could be used by employees on different materials such as pizza boxes. Additionally, I created two simplified implementations to accommodate space limitations.
After the logo, I designed different elements to be utilized as a messaging avenue on collateral and resort spaces. One example are the “Artisanal Pizza” circles shown above. I also established the direction, look and art directed the photoshoot. All of the images shown throughout were done on site, with the main chef as a model and with the exact recipes and ingredients to be used on the pizzas. Just like the logo, my goal was to resemble the product feel in a rustic, contemporary way.
After the photoshoot and foreseeing the expansion of the brand, I created a Toolkit to be utilized by vendors and other designers. It outlines the brand positioning as well as formatting and rules about colors, typography and so on. Instead of having a generic look, I designed it to look like the rest of the brand.
To avoid the usage of stock photography as backgrounds, we also photographed different home made textures such as wood and stone. They were shot individually allowing the designers to overlay them in many different combinations.
Once the Toolkit was completed and before the product was launched I designed different collateral to be used as teasers about the upcoming product. The banners and menu shown were part of the pre–launch phase.
After the pre–launch and with the introduction of the product, I designed the rest of the collateral. Below you can see some of the posters used throughout the properties.
During the photoshoot we came up with the idea of photographing the pizza ingredients in different angles. At that time, we did not know what the creative execution would be. After much thought I created "The dancing vegetables ad". A quirky but fun interpretation of what goes in the pizza that you are eating. It was mainly used on Facebook by the Social Media team.
Finally, you can see some additional pieces I created during the post–launch phase including posters and pole banners. These were designed taking two different focus approaches, “process” and “product” and were strategically displayed driven by timing and location.
Results: In the first year Pizza Cucina launched at four sites and sales exceeded financial expectations. By the second quarter of the following year sales had already increased by 40%.