Dough and Glory : Bringing glory to ‘at home’ eating
Project Overview
Need to expand revenue streams → Good vibes DIY pizza kit.
Involvement
- Brand Positioning
- Content Creation
- User Reasearch
- Packaging
- Digital Platforms
![Dough & Glory Logo](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/02.half_D_G_Main_logo_gxhzev.jpg)
![Dough in hands](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/03.half_dg-content16859_zjaz88.jpg)
Our Approach.
Brand Positioning
Realising the need to set Dough & Glory apart from restaurants and takeaways, we focussed on the experience factor, honing in on the glory of making a professional pizza at home.
Understanding the audience
We identified our audience as ‘give-it-a-goer’s, those people who’d relish the opportunity to create a premium pizza using pre-prepared dough balls.
![Dropping Pizza into mouth](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/04._dg-content17982_qphpuj.jpg)
![Dust that flour. Feel that stretch. Spread the sauce. Share the love. Feel the glory.](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/05._D_G_Large_message_xbxbg3.jpg)
![Family pizza time](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/06.-ABP_6942_yjzoek.jpg)
![Glory is what you make it](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/07.-D_G-HOARDING-BILLBOARD-2_muyote.jpg)
Packaging
Using sophisticated, playful shapes and icons and a laid-back tone of voice, we crafted an identity for Dough & Glory that gives the effect of going with the flow and making your pizza your own.
![Dough & Glory logo](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/dough-and-glory-main-image_vmmnqo.jpg)
![Frozen Dough & Glory Pizza kit](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/10.half-ABP_6866_iv1eho.jpg)
![Opening Dough & Glory pizza kit](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/11.half_ABP_6885_iog37m.jpg)
![Dough & Glory shape illustrations](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/12._D_G_Large_Icon_pattern_gcmzz1.jpg)
![Dough & Glory shape illustrations with meanings](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/13._D_G_Large_Icons_yfieof.jpg)
![Dough & Glory paper bag](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/14.half_D_G_Bag_sg3bsu.jpg)
![Dough & Glory tape](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/15.half--D_G-Tape-1_pc44t5.jpg)
Digital platforms
Ahead of the brand’s launch, we designed a new website and online shop and developed a distinctive social media campaign to stop thumbs scrolling.
![Dough & Glory website mockup desktop](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/16._D_G_Large_Desktop_web_jc7b5o.jpg)
![Dough & Glory social media posts](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/17.-D_G_Phone_mockup_opszmo.jpg)
Content creation
As supporting content, we created a suite of short videos clearly explaining how to use Dough & Glory’s pizza kits. Plus, we directed a photoshoot, creating standout imagery for promotion.
![Slicing Dough & Glory pizza](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/19.dg-content17957_eff5iq.jpg)
![Photographing Dough & Glory pizza with iphone](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/20.half_ABP_6981_geyke0.jpg)
Results
Standout content allowed Dough & Glory to hit the ground running with a successful social campaign that has seen followers and click-throughs increase steadily. The content was also used as part of their PR coverage that saw the brand feature heavily in articles published by the national press.
![Hand clap with Dough & Glory flour](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/22._dg-content16669_wvpuhh.jpg)
![Hal Tyler](https://res.cloudinary.com/dhcbd7jaf/image/upload/v1707158281/buxtonthreetwo-hal-tyler_fafw2i.jpg)
Director
To find out more about this project and to discuss how a similar solution may work for your brand, get in touch.
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