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Identity of the international chain of fast-food restaurants

Tashir Pizza

LINII agency was responsible for updating the brand identity, developing the brand book, packaging design, and producing the case itself. Mikheil Gudavadze served as the Brand Director during this process. Additionally, the agency Mildberry had previously conducted the logo redesign.

The brand Tashir Pizza is over 20 years old. Now the network consists of 114 restaurants in 47 cities of Russia and ranks second in Russia in terms of the number of its own pizzerias.

Pizza in Russia is one of the most popular positions in the fast food market. The competition here is extremely high, among the key players are Dodo Pizza, Papa John's, Dominos Pizza and others. At the same time, the pizza category is actively developing due to new young players. "Tashir Pizza" is aimed at two main audiences: families with children and young people (students and schoolchildren).

The main tasks for updating the brand "Tashir Pizza" were named - strengthening its position in the market, updating the tone of communications and detuning from competitors.

Grigory Shanaev: “After updating the brand platform, the task was, on the one hand, to preserve its long-term identity, and on the other hand, to shift the emphasis towards collective consumption, support of modern family values, communication with friends, strengthening of communication towards freshness, naturalness of ingredients and the absence of flavor enhancers.

This project was completed with the LINII team, together with which we developed corporate identity, brand constants, expanded and systematized the color palette, and created typography principles. In the color scheme, red was left as the main color, but diversified with a range of warm shades from orange to yellow.

In addition to product and image advertising media, the designers worked out elements of the retail space and communication materials: signs, posters, leaflet-menus for delivery, pizza stencils, navigation signs. When developing media, much attention was paid to the system of visual hierarchy of advertising claims and price tags, which is important for HoReCa and retail.

Mikheil Gudavadze: “It was especially important for us that each point of contact between the brand and the consumer should be subject to a unified visual continuity. Together with the agency, we carefully worked out every detail and formed design principles and packaging styles that help accurately and holistically convey the visual image of the brand and maintain it in a single style when used both online and offline.”

Designing the pizza packaging, including stickers and wrappers, was a separate task within a larger project. We also created a design for the uniforms of employees, merchandise, and developed a special identity for decorating children's kits. In total, more than 100 carriers were developed. New points of "Tashir Pizza" are opening in a new design, and the reconstruction of the old ones is carried out according to plan.

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