We were tasked with revitalizing the Little Caesars visual identity system, with the goal of bringing greater clarity and consistency to the ambitious brand globally, while staying true to its humble roots and key messages.
We began by refreshing the assets—refining the Little Caesars wordmark for better legibility across contexts and redrawing the beloved classic Caesar character, liberating him from a holding shape. We amplified his personality through an array of new poses, props, and animations and crafted a custom typeface to infuse even more character into communications. The new approach to food photography, with a central focus on deliciousness, is also unmistakable through use of the brand’s distinctive orange color palette. An iconic packaging system, leveraging graphic elements and tone of voice, provides multiple opportunities for customer delight and continued engagement, and the flexibility for promotions or limited time offers. At every touchpoint, the refreshed visual identity system promotes a seamless, authentic and optimistic experience for Little Caesars customers, wherever they are in the world.
The Little Caesars visual identity system and packaging were rolled out to 20 markets around the globe throughout 2018. The animations and end tags created were also featured at the end of commercials aired in North America (US and Canada) and throughout the Little Caesars Arena in Detroit, Michigan.
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