Pie Five Pizza Co.
Inspired by growing consumer preferences for high quality and fresh customized food choices, Pizza Inn identified an opportunity to reinvent itself and bring a game changing idea to the pizza category. Pie Five is the result of both a growing consumer trend and new technologies that make possible pizzas to be baked from start to finish in less than five minutes.
Pie Five stands at the intersection of handcrafted pizza made from the freshest ingredients and the latest advancements in high-speed baking techniques. Mix in consumer interactivity during the assembly process with Pie-Tech experts and the freshest tasting handcrafted pizza is ready in less than five minutes.
In developing a game-changing concept within a mature category, it was critical that the core consumer proposition be reflected in the branding materials, starting with the name. Pie Five readily establishes the brands selling proposition and position.
Once the name was finalized, a fully integrated brand identity was developed to launch the first location in Fort Worth, Texas. From the store design, environmental branding, packaging and advertising were created to further define the concept and resonate with the target audience.
A blend of technology and science inspired the design development to create a unique and differentiated brand image for Pie Five.
The first location opened to rave reviews from consumers and the press. Within the first year the company opened an additional 8 locations and the company was named one of the 'Hot Concepts' by Nation's Restaurant News for 2012.