Boston Pizza

After years of flat sales-growth, Boston Pizza needed to tell a compelling story to stand out in the crowded family restaurant market. We repositioned them from a sports-centric brand (their old tagline: “we’ll make you a fan”) into a lighthearted place that now encourages people to “gather ‘round.”

The new design system is warm and graphic, centering around playful type and shared food. Apart from overhauling the entire design system—including turning a 20-page leather ring-bound menu into a modern, 7-page clipboard with easy navigation and waterproof pages—we created multiple successful seasonal campaigns for the brand.