Case Study
Throwback Pizza Study
At a glance
- Client
- Throwback Pizza
- Project Type
- Brand Refresh, Social Media Marketing, Promotional Design, Local Marketing Strategy
- Role
- Brand Designer, Marketing Strategist, Content Creator
- Timeline
- Feb 2024 – May 2024 (4 Months)
- Tools Used
- Adobe Illustrator, Adobe Photoshop, Canva, Figma, Meta Business Suite
BRAND REFRESH & COMMUNITY MARKETING
Throwback Pizza is a neighborhood pizzeria inspired by the nostalgia of the 1980s and 1990s, blending classic arcade culture, vintage aesthetics, and handcrafted pizza into a fun dining experience. The goal of this project was to modernize the brand while preserving its nostalgic personality, creating a marketing strategy that would increase local awareness, encourage repeat visits, and strengthen community engagement. This project highlights my ability to combine branding, graphic design, and strategic marketing into a cohesive campaign designed for a local business.
Skills demonstrated
- Brand Strategy
- Restaurant Marketing
- Graphic Design
- Promotional Campaign Development
- Social Media Marketing
- Community Marketing
- Local SEO Planning
- Content Strategy
- Customer Journey Mapping
- Adobe Creative Suite
- Canva
- Figma
- Marketing Analytics
The challenge
While Throwback Pizza offered quality food and a memorable dining experience, its branding lacked consistency across print and digital platforms. Social media posting was inconsistent, promotions blended in with competitors, and the restaurant wasn't fully capitalizing on its unique retro theme. Key challenges included:
- Modernizing the visual identity without losing its nostalgic charm.
- Increasing local brand awareness.
- Creating consistent marketing materials.
- Encouraging repeat customers.
- Expanding social media engagement.
Objectives
- Refresh the visual identity while maintaining the retro personality.
- Increase local recognition.
- Improve engagement on Instagram and Facebook.
- Promote dine-in experiences alongside takeout.
- Build customer loyalty through community-focused marketing.
Target audience
Primary audience
- Adults ages 25–45
- Families
- Young professionals
- Nostalgia lovers
- Local residents
- Casual diners
Secondary audience
High school and college students looking for affordable meals, game nights, and local hangout spots.
Customer persona
Mike, 34
Mike enjoys supporting local businesses, frequently orders takeout on weekends, and enjoys restaurants with personality rather than large chains. He's active on Instagram and Facebook, often choosing restaurants based on online reviews and photos.
Brand positioning
“Your favorite neighborhood pizza shop—with the fun of yesterday and the flavors of today.”
Core brand pillars:
- Nostalgia
- Community
- Family
- Fun
- Handmade Quality
Visual identity
Palette
- Cherry Red#D62828
- Cream#F4E8D0
- Mustard Yellow#FFC857
- Deep Navy#0D3B66
- Vintage Teal#2A9D8F
Typography
Headline
Bebas Neue
Body
Montserrat
Photography style
- Fresh pizzas
- Cheese pulls
- Families sharing meals
- Arcade games
- Warm lighting
- Close-up food photography
Process
- 01
Mood Board
- 02
Sketches
- 03
Logo Concepts
- 04
Final Brand
Deliverables
Brand Identity
- Logo Refresh
- Color Palette
- Typography System
- Brand Guidelines
Print Materials
- Menu Design
- Pizza Box Graphics
- Loyalty Punch Card
- Window Posters
- Table Tents
- Gift Card Design
Digital Marketing
- Instagram Templates
- Facebook Graphics
- Story Templates
- Email Newsletter
- Website Landing Page
- Google Business Profile Assets
Content mix
The strategy emphasized personality, nostalgia, and community involvement rather than simply posting menu items.
- Signature pizzas
- Limited-time specials
- Behind-the-scenes kitchen content
- Local events
- Staff highlights
- Customer spotlights
- Retro trivia
- 90s throwback posts
- Arcade game nostalgia
- Pizza polls
- Family meal bundles
- Lunch specials
- Seasonal promotions
- Giveaway contests
Featured campaign
“Flashback Fridays”
Every Friday customers who wore vintage clothing or merchandise from the 80s, 90s, or early 2000s received:
- Free fountain drink
- Discounted specialty pizza
- Entry into a monthly gift card giveaway
Social media encouraged customers to share photos using #ThrowbackFriday. The campaign helped create user-generated content while reinforcing the restaurant's nostalgic identity.
Slide 1 of 6
Local marketing
Community Partnerships
- Sponsor local youth sports teams.
- Partner with nearby schools for fundraising nights.
- Participate in community festivals.
- Offer discounts to teachers and first responders.
Customer journey
- 01
Awareness
- Facebook Ads
- Instagram Reels
- Google Business Profile
- Community sponsorships
- 02
Consideration
- Online reviews
- Food photography
- Customer testimonials
- Menu previews
- 03
Purchase
- Easy online ordering
- Family meal bundles
- Limited-time offers
- 04
Loyalty
- Rewards program
- Birthday coupons
- Email newsletter
- Seasonal promotions
Sample performance metrics
The following results are projected outcomes for portfolio demonstration purposes.
- Before
- 1,200
- After (projected)
- 2,900
- Before
- 8,500/month
- After (projected)
- 19,400/month
- Before
- 3.1%
- After (projected)
- 7.2%
- Before
- 1,900/month
- After (projected)
- 4,800/month
- Before
- —
- After (projected)
- +38%
- Before
- 27%
- After (projected)
- 44%
- Before
- 0
- After (projected)
- 720
Results
The proposed strategy successfully repositioned Throwback Pizza as more than a restaurant. It became a community gathering place with a recognizable personality.
Projected results included:
- 142% growth in Instagram following
- More than doubled engagement across social media
- 38% increase in online ordering
- Significant increase in customer loyalty
- Stronger community recognition through local partnerships and themed events
*Projected outcomes based on 3-month marketing strategy
What I learned
This academic case study reinforced that effective local marketing goes beyond advertising. Through developing a nostalgic brand identity and marketing strategy, I learned how community engagement, consistent branding, and memorable customer experiences help local businesses build loyalty and stand out from larger competitors.