Eye-catching design: scalable, adaptable, and memorable

Dodo Pizza is famous for its design. And that’s no accident! From day one, we’ve been constantly searching for our own visual language and unique style — simply because we love good design and find it fascinating.

As the business grew, so did our demands: we entered the Moscow market, launched nationwide campaigns, opened locations in the U.S., China, the UK, and Dubai, created new digital products and new pizza restaurant formats — and each time, we found new ways to make the brand aesthetically pleasing, authentic, and cool.

To put it simply, Dodo has one main goal: to ensure that people don’t waste time or energy, but instead make a purchase and leave satisfied. Visual language is a powerful machine for producing materials that helps us achieve this.

Learn more about how the communication design team works in this video from the team:

People don’t have time to scrutinize mockups. A visitor has just a couple of seconds to figure out what the brand is, what it’s offering, and whether it’s a good deal right now.

The core of the style is recognizability and simplicity. First and foremost, here’s the logo. By subtly adapting, it integrates seamlessly into any context and product, in any language.

Another key element of our style — our signature Rooftop font — is legible and modern, appearing everywhere from the app to the menu at the pizzeria;

Color plays a major role in our brand’s recognition — Dodo Orange, a color that stands out in any setting, along with the entire palette surrounding it.

Clean compositions: large visuals, balanced contrast, and no unnecessary complexity — just pure beauty. The fewer distracting elements there are, the greater the chance that the viewer’s gaze will actually land on the main action.

The goal of the communication design team is to ensure that packaging, outdoor advertising, TV menus, the app, Stories, and special projects all come together to form a single, cohesive Dodo brand. The client doesn’t need to remember all of our campaigns, but should be able to recognize the brand intuitively.

Dodo provides franchisees with a vast library of marketing materials for all media and designs, assists with promotion, and supplies all the brand-specific elements to ensure guests enjoy their pizza.

The knowledge base contains thousands of print-ready flyer and brochure templates. The team is constantly updating the database, including with the best designs from franchisees. Just imagine — over a thousand new templates are added every year!

The Design-terminal is a centralized hub for a company’s marketing communications that contains all new print material layouts and allows users to customize designs directly in a browser without involving designers. The system automatically retrieves prices, addresses, legal information, and dimensions from the Dodo IS internal network. The finished layout can be downloaded immediately in print-ready format.

But this is no longer just a database of templates — it’s also a consultant that offers solutions tailored to specific business challenges: boosting lunch-time revenue, attracting students, or ramping up delivery during rainy weather. The terminal understands the pizzeria’s surroundings — whether it’s a university, a residential neighborhood, or an office complex — and suggests relevant solutions.

But even the strongest partner can’t test everything. The terminal is also a marketplace for best practices. Samara can teach the chain how to work with students, but it will look to Omsk to see how to increase the average order value for delivery. The system highlights growth areas for the partner: «Look, similar pizzerias earn 15% more at lunchtime. Here are the solutions they use».

Packaging is one of the most visible elements of a brand — it’s the face of the brand. We pay the utmost attention to packaging, and sometimes we even treat it like a work of art!

Here is our most recognizable packaging, which was used for several years in Russia, Belarus, and Kazakhstan.

Here is the new packaging we launched in 2024.

Whenever we entered new markets, we looked for ways to localize the brand and speak to people in a language they could relate to. And packaging has always played a key role in this effort.

When we want to collaborate with someone and release a limited-edition product line, packaging plays a key role here as well.