Dough Mama

Dynamic Brand Ecosystem

Food & Beverage                 2022

Dough Mama is your friendly neighbourhood cloud kitchen pizzeria delivering hot pizza pies and frozen gelatos straight to your doorstep. Their pizzas unlike any other have a wide variety of flavour-infused crusts and the brand unlike any other has a loveable personality.

The Challenge

Communicating USP & Distinguishing Brand

Aggregator apps are crowded with several pizza brands which often leads to a direct comparison between chief counterparts. In a saturated marketplace like this, it is difficult to capture the attention of consumers who find it weary to distinguish a brand based on its product when they all look like watered down versions of each other.
RollingTheDough

The Strategy

 It’s Mama’s World & We’re All Living in it

The client identified early on that the USP of the brand was their flavour-infused crusts. For further distinction, the team storyboarded the life of Mama, serving up freshly made hot pizza pies from her ‘around-the-corner’ kitchen while having fun with her pet chihuahua Gelato.
Gelato 1
Gelato 2
Gelato 3
Sassy Sidekick

The Design

All That Sass & More

The logo spotlighted their chief offering — pizzas, and the brand extensions were a sneak peak into Mama’s colourful life. Her kitchen came alive in a Disney-style rendition, with her sassy sidekick and the ingredients taking on playful personalities of being cheesy, cheeky, fuzzy and sometimes even fiery.
Takeaway Bag
App Icon
Boxes
Pizza Boxes
Menu
Sides Box Sleeve
Bill_Final
Dips Packaging
Drink Cup
Ice Cream Cup
Beanie
Phone Cover Final
Gelato T Shirt

Scope of Work

Brand Strategy
Verbal Identity

Scope of Work

Brand Name
Brand Identity

Scope of Work

Character Design
Packaging Design

Team Studio 318

Anisha B. Reddy

Creative Director 
Researcher

Team Studio 318

Sakshi Kedia

Strategist
Principal Designer

Team Studio 318

Srinidhi Mateti

Illustrator

Scope of Work

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