One of the largest pizza chains in Poland, Da Grasso, is undergoing a comprehensive metamorphosis of its visual communication. With a refreshed logo, new colours, a changed graphic motif and typography, the company is simultaneously introducing a new guiding slogan — "All Good". The first step in the new direction is a collaboration with Łódź-based artist Bartek ILLCAT™ Bojarczuk, reflecting the brand's fresh and dynamic language.
Visual Evolution and Communication Strategy
A new brand identity
Da Grasso, a leader in the foodservice market and part of TEPC for more than a year, is transforming its visual identity. The new strategy involves moving away from previous conventions in favour of a fresh and bold approach.
"Analysing the previous strategy, we decided that deep changes were necessary. Although the brand is recognisable, especially thanks to its iconic two free sauces, it needed a more distinct character," - Rafał Piasecki, Operations Manager for Marketing and Sales at Da Grasso.
The revitalisation of Da Grasso's image includes a new aesthetic for the logo, colours, typography and an illustration system with stickers as the main carrier.
"The logo now symbolises garlic sauce, and the familiar grid transforms into pixels. The colours reflect the naturalness of ingredients such as tomatoes or berries," - Łukasz Słotwiński, Chief Happiness Officer, Redkroft.
The collaboration with Bartek ILLCAT™ Bojarczuk is a step towards greater integration with the local artistic community. The new slogan, "All Good!", reflects the freedom to experiment and serves as an invitation to discover new things.
Rebranding and Pizza Culture
The rebranding of Da Grasso is not only a visual change but also a new chapter in communication and pizza culture.
"We are betting on a free communication style that shows pizza as a dish that brings people together. Research shows that pizza is as popular in Poland as the traditional pork chop," - emphasises Rafał Piasecki.
The agency Redkroft is responsible for the rebranding process. Altavia Kamikaze K2 is involved in social media activities, while Da Grasso manages advertising for franchisees and in-store communication. PR is handled by the agency Garden of Words.
Concepts from the article
Da Grasso changes its logo and slogan — what rebranding means
PR — Public Relations. Activities that build an organisation's reputation and relationships with its environment: media, customers, employees, partners and communities. PR includes press releases, media relations, crisis management, events and brand narrative.
Why it matters: It builds what no advertisement can buy: credibility in someone else's voice. An editorial publication and a well-managed crisis weigh more than a campaign — because it is a third party speaking, not the brand about itself.
When it is used: Continuously: media relations, press releases, interviews, events; especially in a crisis and during company changes.
What happens if it is skipped: Without media relations, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.
Summary
The Da Grasso pizza chain, which has belonged to TEPC for more than a year, is carrying out a thorough rebranding. The new logo symbolises garlic sauce, and the familiar grid transforms into pixels. The brand is betting on a free communication style with the slogan "All Good!" and a collaboration with Łódź-based artist Bartek ILLCAT™ Bojarczuk.
The agency Redkroft is responsible for the process, social media is handled by Altavia Kamikaze K2, and PR — by Garden of Words. Representatives of the brand emphasise that pizza in Poland matches the popularity of the traditional pork chop, which justifies the new, bold communication direction.
