Pizza for the people,
by the people
The pizza market in Sri Lanka is crowded with international chains and neighbourhood brands selling pizza at every price point. The challenge was how do you build a brand in a cluttered market that keeps the consumers’ choice at the center of everything they do without being repetitive or boring? Giga Foods (cloud kitchen) had the ability to offer hyper-customization that allowed customers to create pizzas that are not bound by the choices available on a menu. Each pizza that was ordered reflected a new voice and identity.
Hence, we created Pizza Democracy – a brand identity with a flexible motif that embodies the freedom of self-expression. Building on this mouldable identity through various creative channels, we encouraged people to customize their own pizzas and invited them to
use our brand as a platform to express themselves.
