“Pi Pizza” is a pizzeria planned to open in Mannheim. The firm approached us not only with a request to arrange the premises as a pizzeria but also seeking holistic solutions for branding. Germany, particularly the state of Baden-Württemberg, is a region where we have undertaken projects before and have a good understanding of. The fact that our project partner is also a firm based in Mannheim facilitated the fieldwork we needed to conduct for the branding processes, and so we commenced our work.
One notable difference in the consumption culture in Germany, compared to what we might be accustomed to, is that it’s generally accepted for pizzerias to also serve ice cream. In Germany, the presence of two distinct products like pizza and ice cream in the same venue offers various advantages for both business owners and customers. However, this situation also presents disadvantages, particularly for branding processes. For a business with branding aspirations, factors such as brand identity, the venue’s location, target audience, product quality, and marketing strategies needed to be carefully considered. Simultaneously, the physical space presented a challenging scenario for interior architectural solutions aimed at branding. As well as the issue of cohesion arising from the two different products, the differing lighting needs for pizza and ice cream, and the limited space available for seating due to the venue’s small size, were all matters that required resolution.
For a business with limited seating, strategies such as fast service, takeaway options, social media marketing, and customer loyalty programmes are particularly important. In a city like Mannheim, with a high student population, we identified the creation of a venue centred around young people, with a specifically developed communication style and a dynamic atmosphere, as the solution to the issues we had identified. Fast service, reasonable prices, a unique communication style, and modern design would meet the expectations of young people. The concept emerged with the message: “A quick break at Pi.”
"Midday,
at the end of the day,
anytime at Pi,
it's time for a break"
“Pi” is a simple, memorable name that resonates with the young target audience. Pi’s mathematical significance – infinity, a continuous cycle – holds an intellectual appeal for university students, while simultaneously symbolising practicality and simplicity with the theme of “a quick break.” The motto “A quick break at Pi” promises speed and convenience, while conveying the idea of a friendly respite from the daily hustle to young people. Especially for university students, this “quick break” message offers a readily accessible escape between lectures and activities.
Our target audience analysis reveals:
- Age: 18-25 (University students and young professionals)
- Income: A group with a mid-to-low budget, focused on quick and affordable options.
- Behavioural characteristics: They seek fast service and easy accessibility, are active on social media, and prefer shareable and aesthetically pleasing venues. Eating out and takeaway are part of their daily lives.
Our value proposition includes:
- Speed and Convenience: Pi considers the time constraints of young people with its fast service and takeaway strategy.
- Accessibility: The ability for young people to order from their locations – campus, parks, or meeting spots – makes Pi easily reachable when needed.
- Community and Conviviality: Pi offers young people a relaxed, friendly, and socialisation-friendly experience.
- Instagram-Friendly Atmosphere: The venue’s energetic and minimalist design allows for shareable content, which supports social media marketing.
With the theme of “A quick break at Pi,” we aimed to be both a physical and an emotional stopping point in the daily lives of young people. “Pi” differentiated itself from traditional pizza parlours with its quick accessibility and social media-friendly concept. In the brand’s visual identity, a simple “Pi” design was used, along with pastel green (relaxing and youthful), orange (energetic and attention-grabbing), and off-white (joy, sincerity), as well as geometric shapes. The selection of recyclable products for packaging also emphasised environmental awareness.
In the décor, a fast service and a spacious, modern, and functional design appealing to the young customer base were preferred. A user-friendly experience was created with pastel tones and minimalist details. The division of the venue into functional sections and the prioritisation of the products is an impressive approach in terms of both visual appeal and practicality. Small round tables and stool-type chairs support a quick and social dining environment. The long seating benches used along the walls make efficient use of space while offering a comfortable waiting or dining experience. This type of arrangement particularly allowed groups of friends to gather easily.
The layout within the venue was planned to facilitate customer flow. Counters and passageways were designed to allow both staff and customers to move around comfortably. The “Take Away” area was positioned to support activity, and although there was a visual separation between seating areas, the flow within the venue was maintained thanks to transparent design elements.
Large, round wooden panels with pastel-toned geometric patterned boards placed on them were used on the walls. This added a modern touch to the venue as a minimalist decorative element; the round forms and pastel colours created a youthful and contemporary aesthetic. Arch-shaped architectural details (for example, the rounded lines on the wall) added softness and fluidity to the venue, creating a peaceful atmosphere in harmony with the pastel tones throughout the space.
To serve the creation of a modern and innovative brand identity, the design was conceived in line with young people’s search for “Instagram-friendly” venues in the age of social media. The modern and eye-catching décor created an attraction point both physically within the venue and digitally. Thus, for “Pi,” not only the venue design but also the brand processes were considered together, resulting in a youthful and dynamic brand study that could assert itself in its market.
Armeda
December 2024