Brand identity and campaign system for a pizza chain with a bold, culture-driven voice. Billboard-style slogans and confident visuals create a brand that feels more like a movement than a restaurant.
Papa Dough’s voice is deliberately bold and irreverent. Instead of whispering about being vegan, it shouts about pizza. The system positions the brand as confident, cultural, and fun — using billboard-ready lines, playful merch, and a strong social presence to create instant recognition.
To support rollout, we created a consistent visual and verbal toolkit spanning OOH advertising, in-store graphics, digital campaigns, packaging, and staff uniforms. This ensures every touchpoint feels connected and unmistakably Papa Dough.
Papa Dough launches with an identity that’s built to grow: a scalable, campaignable system that keeps the energy high, the visuals simple, and the pizza very good.
