We live in an era of social media where everything is shared, and successful work often leads to formulaic repetition. When projects of similar types become too familiar to others’ execution rather than from unique insight, the work (and thinly veiled strategy) becomes predictable. As an April Fools promotion, we created a series of faux work pages that parody different aspects of the branding industry and posted them on the designcue.com home page. Included are explorations involving conventional clichés, stereotypes, and cheeky formulaic execution, all in the spirit of fun.
April Fools
Big pizza was investing heavily in simplified ordering systems, and by 2010 almost all new category growth was going to the 3-4 largest brands. At the same time, consumers consistently preferred the great taste of local mom & pop pizzerias.
Founder Ilir Sela had developed a winning technology platform to help local pizzerias compete with high tech ordering, but hadn’t created the consumer proposition to bring the offering to life.