Peppes Pizza

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Passion for pizza, the Norwegian way

The Challenge

When Peppes Pizza , Norways largest pizza chain with over 90 locations nationwide, contacted us in the spring of 2011 it was a childhood dream come true for Erik Nissen Johansen, Stylt founder and creative director. Growing up in 70´s in the outskirts of Oslo he, along with a whole generation of fellow Norwegians, enjoyed a very special relation to Peppes Pizza.

It all started in 1970, a time when restaurants in Scandinavia were very traditional and expensive ”once a year” places that you had to save up money and dress up to visit - long before we were spoilt for choice by burger joints, Chinese takeout, sushi, Thai food, kebabs and a dozen other kinds of tasty, affordable and unpretentious food. When a young American and his Norwegian wife decided to introduce American style pizza and casual dining to the Oslo scene, the Norwegians were more than ready to take them to their hearts - and to eat a LOT of pizza.

In the fall of 1970 they opened the first location in Solli Plass and the success was almost immediate. Many more locations were to follow and 40 years later the chain had locations all over the country with an annual turnover over 1 billion Norwegian kronor.

Time passed, however, and what differentiated Peppe's, the look and feel that was the basis of the tremendous success in the early 70's, was no longer unique. Other concepts caught up with the chain, and by the time the 21st century was underway, the design was beginning to feel dated. The challenge of the project was to utilize the original strength of Peppes, but transform it to fit a 2012 context - a fine line to tread.

The Solution

We soon realized it was all about developing Peppe's beloved and familiar mix of American casualness and a distinctly Norwegian design heritage. The original Peppes design was very rustic, with a rural flavour. We really wanted to stay true to that heritage, but show that Peppes is all about pizza - enjoying it, sharing it with friends, and having a great time. 

The Result

Today, all props and design elements at the new restaurants focus on the passion for pizza, seen through a truly Norwegian lens. And this theme was not just conveyed by the new interior - a new brand image and new graphic materials naturally followed, all with the same message - pizza, pizza, pizza. From the interior through to the website, menus, napkins, staff uniforms and art work, Peppe's now had one message, one gospel, and it was loud and clear.

The first two “new” Peppe's locations were launched during 2012, one at Gardermoen Airport and one at prestigious Aaker Brygge in Oslo. Reactions from the pizza-loving Norwegians have been very positive, giving Erik new reasons to rave about the greatness of his native country...