Introducing:
Vizza, The Vertical Pizza!

Situation
Our client came to us with the dream of launching a new fast food: pizza in the shape
of a cone. They asked us to develop the brand, the product — the entire experience
— from scratch. The whole enchilada as they say, but in this case, pizza.

We learned in our research phase that similar products had been launched in the US,
but met with an early demise due to a lack of product focus (they'd attempted to offer
everything from breakfast cones to meatball cones), and an over-hyped sales pitch
("this vessel will change your life!").

Given this learning, we felt it was important to stay true to our food group — pizza —
and our Italian heritage (this product WAS first sighted in Italy). We felt it was a bad
idea to have "cone" in the name, as it conjured up images of ice-cream and other
bizarre food combinations. We decided to call it Vizza, The Vertical Pizza.

Solution
In an attempt to further link Vizza to an "authentic" Italian heritage, we gave it a
"made-up" history, linking the product back to some newly discovered sketches by
Leonardo Da Vinci, showing that he'd invented the Vizza for busy people on the go,
back in his day. (See vizzaverticalpizza.com for the full story.)

We created an iconic logo, showcasing Vizza's "on the go" portability. We helped
our client find an authentic Sicilian pizza chef, and together we created recipes which
are original, but also have roots back to the Italian pizza classics. We named our signature offering "The Da Vinci Cone." We designed menus, innovative packaging,
employee uniforms and a stand alone kiosk. (The Vizza plan is to intercept people
"on the go" in stadiums, transportation hubs, trade fairs, etc.)

Results
The client is thrilled with Vizza, The Vertical Pizza — a genuine "built from the
ground up" Intuitively In-Sync brand. They have just opened their first site at a
convention center in New Jersey. Our hope is to develop Vizza stands far and wide
in 2009. Stay tuned.