RESEARCH INTO COMPETITOR PIZZA BRANDS TONES OF VOICE & BRAND PURPOSE:

Dominos:

Logo:

 

The colours used in their visual mark, website, and wordmark are blue and red, combining feelings of trust, confidence, stability, loyalty, but also energy, passion, and strength.

A bold, sans serif is used – signifying strength, confidence, and boldness.  A brand with lettering as confident as this signifies that the brand has nothing to hide and is dependable.

 

Tone of voice/ brand purpose: Dominoes highlights that their brand purpose is to be “the number one pizza company in the world” “help make their customers’ lives that little bit easier”, to be “great tasting”, and “affordable”.  Dominos wants their audience to perceive them as a convenient place with tasty food that they can order in relaxed, laid back settings such as with family and friends – “Whether it’s relaxing at home or gaming with friends or brainstorming at work, Domino’s makes the experience 11 out of 10”.

Brand bank: affordable, convenient, simple, fresh, tasty, passionate, number one, handcrafted

 

Pizza Express:

Logo:

 

Pizza expresses main colours are white and yellow with black accents; however throughout the website secondary colours also include red and blue.  Yellow is associated with joy, happiness, intellect, and energy.  After looking at Pizza Expresses about page and their purposes as a brand I found that they to prioritise all of these qualities in their restaurant experience.  The typography used represents a very similar, friendly, and quality tone of voice; a thick, bold, decorative serif font is used in conjunction with a similar styled design above and below inside of a circle to tie it all in together.  The decorative, curly design creates a more traditional tone of voice and shows how they care about traditional Italian food and family values. The weight to the typography creates a fun, laid back, and personal tone rather than  one which is overly sophisticated, corporate, or expensive, however the serifs create a nice balance of quality, elegance, and professionalism too.

Tone of voice/ brand purpose: Pizza Expresses brand purpose is to provide customers with a memorable, enjoyable restaurant experience.  They highlight how they keep music consistent for every restaurant and how the furnishings are “homely”, “simple” and “comfortable”.  They highlight how they want to provide customers with a good and memorable experience rather than just food.  It isnt just about the food to them and so they pay great attention to keeping the customers comfortable and entertained – “good food, good experience” is a saying that they reiterate throughout their website.  Their tone of voice is overall very friendly, upbeat, and customer/ family oriented.

Word bank: passion, fantastic, memorable, experience, unforgettable, ambition, authenticity, friendly, quality, traditional

 

Greens Pizza:

Logo:

 

 

The colours used in wordmark and the website are green and white but also with red accents – the red and green are the same colours as in the Italian flag – representative of how they are traditional in their restaurant environment and food style. The colour green is associated with freshness, harmony, and nature.  Red is associated with love, passion, and energy.  Each of these attributes is something greens wants to portray themselves as having.

The typeface used here has a very homemade, traditional, and relaxed feel.  The serifs on the capitalised letters of the name create an ornate, delicate feel- possibly giving the customers the sense that they take great care when making their food.  The typeface used underneath again creates an even more homemade/ handmade feel.  This gives the sense that the people working for greens are ordinary, approachable, and friendly just like this font.

 

Tone of voice/ brand purpose: Greens tone of voice is extremely personal rather than corporate.  They want the audience to see them as a relaxed, friendly, and fun place to bring their family’s and friends.  Their about me page represents this well: it constantly reiterates how it is “family friendly” and will provide a “children’s menu”.

Word bank: relaxed, family, tasty, traditional, enjoy, comfortable

 

 

DECIDING ON  MY OWN TONE OF VOICE & BRAND PURPOSE:

I want my brand to have a friendly, caring, and inviting tone of voice.  I want it to be recognised as a brand that cares about ingredients and health of customers but I also want it to have a fun and exciting tone of voice which will entice the audience to come and have a fun experience in their restaurant.  I would like the same warm, inviting tone as Greens, the same level of concentration towards restaurant experience as Pizza Express, and the bold, confident tone of Dominos.