Popular chain of pizzerias, Pizza Hut has recently experienced significant financial difficulties.
In an attempt to rectify the situation, the company decided on a complete rebranding - a new image, new dishes, new worker uniforms, new menus and, of course, a new logo.
Although Pizza Hut is the largest American chain, its market share has continued to fall for several years - from 19% in 2008 to 16.7% in 2013. Brand owner Yum! Brands, which also owns Taco Bell and KFC, opines that the reason for the decline could be that a new generation of pizza lovers see the Pizza Hut brand as something outdated and unfashionable. It is to combat this problem that innovations are aimed.
The pizzeria menu will now include several new dishes, a large selection of sauces, as well as a special low-calorie pizza for those who want to lead a healthy lifestyle. The new image is supported by a large-scale advertising campaign "The Flavor of Now".
The new logo became one-color, but its main elements remained in place. Now the hat or the roof of the house (it depends on your imagination) along with the name are placed on a drop of tomato sauce. But although the logo has now become red and only red, red has practically disappeared from the rest of the company's image, replaced by basic black. Designers from the Deustch agency tried to modernize the familiar image, attract new young buyers who have their own preferences, including visual ones. It remains to be hoped that the brand will not lose its identity and remain recognizable to its regular customers.