Papa John's

BA's first major re-branding project in 1999 took place on the campus of Virginia Tech with 25 students. Students were ideal to work on a brand that sells America's #1 food among young adults between the ages of 18 and 25. Our audit phase revealed that the pizza industry pursued a "follow" marketing strategy. At that time (and perhaps even today) brand differentiation was achieved through pricing and coupons. 

The design team comprised of the industry's primary consumers created an ideal and uniquely American pizza concept. The store design was a key brand-building tool for Papa John's. The team was charged with transforming the generic store design into a unique icon that would serve to differentiate the brand from the rest. To combat standard protocols the team created three distinctive exterior color schemes: tomato sauce red, vegetable green and cheesy orange. The stores allow Papa John's personality to emerge and create a dialogue with consumers in a heartfelt and emotional way.