Pizza Delivery Company Brand Identity Case Study

ОТПРАВИТЬ ЗАЯВКУ

Да, мы тоже используем cookie. Они помогают нашему сайту работать без сбоев.

Хорошо, без проблем

Submit application

Yes, we use cookies too. They help our website run smoothly.

Okey, no problem

400°C: How We Created a Pizza Delivery Brand That Drove Orders Up by 120%

Reading time: 5 minutes

Client

400 °C is a regional pizza delivery brand in southern Russia and a subsidiary of WASABIST. Operating exclusively through delivery, the brand focuses on a unique product offering unavailable elsewhere in the region:

Chicago-style pizza: a deep-dish format rarely found in Russia
Giant 50 cm pizzas: 16 varieties to choose from

Target audience:

Families with children
Young adults aged 21−33, ordering for home gatherings and office lunches

Challenge

The client wanted to look at their product from a new angle — to launch a fresh pizza delivery brand with a strong, recognisable visual identity that would instantly stand out in a crowded market.

Our objectives were to:

Design a logo and a complete visual identity system
Create branded materials — packaging, merchandise, and POS assets
Develop bold creative concepts for an outdoor campaign to boost awareness

Solution

We started with a market analysis and identified a clear opportunity: while competition in delivery was fierce, almost no one occupied the niche of large, filling, Western-style pizza. This insight became the cornerstone of our positioning — "delicious, big, cinematic pizza."

The brand image was crafted at the intersection of local flavour (Krasnodar, meat, heartiness) and American energy (Chicago Bulls, sports, drive). The bull symbol became the hero of the brand — referencing both the Chicago Bulls and the local FC Krasnodar.

The result: a bold, masculine, and memorable identity with attitude.

Execution

Logo and Brand Identity Design

Step 1
- We explored several visual concepts and chose the bull emblem as the most aligned with the brand’s positioning.
- Focused on dynamism and energy — the logo stands out equally well on packaging, merchandise, and digital assets.
- The colour palette — deep red, warm orange, and graphite — evokes the heat of the oven, meat, and flavour.
- Avoided small details to ensure perfect readability across all formats: from pizza boxes to aprons.
Packaging and Brand Assets

Step 2
We designed distinctive boxes, flyers, stickers, and branded merchandise.
- The box features a minimalist design, a large bold logo, and clear labelling for toppings and pizza diameter.
- Stickers were introduced to mark pizza types and sizes — 33 cm or 50 cm, reinforcing the product’s uniqueness.

Outdoor Advertising Campaign

Step 3
- We developed a creative concept based on contrast: big vs. small, indulgence vs. restraint, comfort vs. conformity.
- Two hero layouts were adapted for billboards, city boards, and banners.
- The visuals broke away from the typical cluttered food ads — featuring bold imagery, humour, and a focus on the brand’s distinctive product format.
Content and Launch

Step 4
- 400°C's social media channels were designed as extensions of the brand’s visual language — bold, cohesive, and instantly recognisable.
- Content integrated influencer collaborations, mouth-watering visuals, and vibrant packaging aesthetics, ensuring consistency both online and offline.

"The delivery market is full of look-alike brands. Our goal was to prove that a pizza brand can be both local and stylish. 400 °C isn’t just about food — it’s about personality.".

Valeria Kuzma

SEO, Sichkar Group

Results

+3000

new social media followers in the first few months
4,9

average customer rating on delivery platforms
120%

increase in orders driven by strong visual differentiation and a clear USP

Project Team

400°C

Client
Ekaterina Sichkar

founder of «SICHKAR GROUP»
Valeria Kuzma

CEO of «SICHKAR GROUP»
Yana Belousova

Creative & Strategy Director
Viktor Dei

Copywriter / Creative Lead
Elizaveta Bobkova

Designer

Other Projects