InstaPizza
Wham, bam, boom! It was time to go Dhishoom Dhishoom.
We undertook a year-long rebranding and communication exercise for Instapizza as it transitioned from being a South Delhi-only brand to a nationwide cloud kitchen QSR.
As Instapizza expanded into tier-two cities with extremely accessible price points, it was crucial to establish an emotional connection with their target audience. By leveraging Bollywood dialogue-inspired, larger-than-life typography and “showbiz” design, we embraced a design and communication style that fully integrated Hinglish while retaining the brand’s cheekyness.
Rebranding,packaging, Social MediaCREATIVE DIRECTION & DESIGN: NIHARIKA JAIN
Copywriters: Sofie Kanpuriya & Varun Arora
The cheeky, witty and bold personality of the brand had to come across not only via our dialogues, but also via our colour, typography and graphic language.
The starburst design, bright colors, Lichtenstein-inspired patterns, and simple emoji-like symbols combined, created eye-catching, smile-inducing puns that embraced the tongue and cheek themes of showbiz and stardom.
Everyone wants some Fresh Hot Pyaar (love) & a Pizza ka Daddy. This was perhaps one of our favourite ways to name the deep dish pizza as it was introduced to various cities across India.
This drama had to be rolled on onto social media, of course. So we brought the showbizness to life full with loud music and dazzling disco dancing design.
As a new QSR, how do you survive a pandemic?
Many restaurants shut down in 2020, but Instapizza went the extra mile to endure. The key insight was empathy towards customers—ensuring everyone felt safe about their food. Multiple mini social media campaigns were launched to affirm Instapizza’s commitment to food safety while maintaining the brand’s tone of voice.
From the Trust Brigade to the Lockdown Pizza Challenges to live streaming of kitchen preparations, the communication strategy was designed to reassure customers of food safety while keeping the tone light-hearted as we navigated through a challenging time.
