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 design is warm and graphic, centering around playful type and shared food. One of the main victories of the project was turning the menu (a 20-page leather 3-ring binder) into a modern, 7-page clipboard with easy navigation and waterproof pages.