Papa Johns Takes A Big Bite Of Flavor With Exuberant Brand System
Image courtesy of Martin / Papa Johns
If your taste buds are doing the tango at the mere mention of pizza, you might want to pay attention because Papa Johns is slicing into the scene with something fresh out of the oven. And no, it’s not just another topping combination, but a whole new vibe called ‘Better Get You Some’—a snappy successor to its mantra, ‘Better Ingredients. Better Pizza’. It seems the dough has risen on its creative ambitions, baking up a feast for the senses that stretches beyond the last bite.
Image courtesy of Martin / Papa Johns
More than a tagline, ‘Better Get You Some’ is a multi-sensory journey, peppered with a love for all the flavorful and textural components of a delicious pie. Since Smell-O-Vision isn’t a thing yet, these elements are delivered through a new creative platform brimming with pop-culture references and art.
Video screenshots via Martin / Papa Johns
Customers are whisked away on a multimedia experience that dances through hip-hop beats, splashes of 70s animation, dramatics of film noir, and even the expansive realms of space and time.
Video screenshot via Martin / Papa Johns
Video screenshot via Martin / Papa Johns
Video screenshot via Martin / Papa Johns
The brains behind this saucy revamp is the advertising agency Martin, which has tossed the old branding like yesterday’s pizza box and introduced a zesty design system. This includes a freshly baked typeface dubbed ‘Pappy’, showcased proudly on Papa Johns’ new packaging (yes, the apostrophe comes after the ‘s’ now). The goal is to sprinkle new life into those classic ingredients, inject a vibrant tone into the chain’s brand voice, and deliver a sliver of excitement about Papa Johns’ cultural standing.
Image courtesy of Martin / Papa Johns
Capturing the essence of this revamped identity, acclaimed music video director Dave Meyers and Chef’s Table director Adam Bricker brought their expertise to the table with vibrant live-action shots and animated scenes so alive you can almost smell the aroma of freshly baked pizza through the screen. And to turn up the flavor even more, Papa Johns has teamed up with the six-time Grammy award-winning rapper Big Boi, laying down a soundtrack that draws you into their crave-worthy pizza universe.
Katherine Sheehan, the director of brand communication at Martin, slices it down to the crust: “It is more than just a logo. A color palette. A typography treatment. It’s a rich system that conveys who Papa Johns is as a brand holistically.” The delectable system is designed to be flexible yet cohesive, ensuring consistency across every bite of the Papa Johns brand experience, Sheehan adds.
Image courtesy of Martin / Papa Johns
[via Papa Johns and Martin, images courtesy]
