Dough & Glory : Bringing glory to ‘at home’ eating
Project Overview
Following a challenging year in the hospitality and service industry, Dough & Glory approached us to help them expand revenue streams and bring a frozen pizza kit to market that would put a smile on people’s face during a difficult time.
We came on board to define opportunities and strategically created a bold identity that could be translated across print and digital.
Need to expand revenue streams → Good vibes DIY pizza kit.
Involvement
- Brand Positioning
- Content Creation
- User Research
- Packaging
- Digital Platforms
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.
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.
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.
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.
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.
