Tru Store Brand Execution

YCM.digital – Case Study: TRU Pizza Brand Revamp

Project Overview

‍TRU, an emerging premium pizza brand, entrusted YCM.digital with a full-spectrum transformation—starting with a bold rebranding, content strategy, and packaging redesign, and extending to developing a fully operational, scalable store model designed for future franchising. Our approach went beyond marketing to include store design, operational workflows, and strategic systems for growth, making TRU a model for a high-quality, franchise business.

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Brand Redesign: Crafting a Bold New Identity

Objective: Redefine TRU’s visual identity to convey its modern, artisanal approach while appealing to a broad audience.

Execution: Our team redesigned the logo, color palette, and typography to create a fresh, inviting aesthetic. This design approach positions TRU as a vibrant, upscale brand with a personality that resonates with its audience.

Deliverables:

New logo and icon set
Brand color palette and typography guidelines
Updated digital assets for social media and website

Scalable Store Model: Building TRU From the Ground Up

Objective: Design and establish a fully operational, scalable store that can serve as a blueprint for future franchises.

Execution: We managed every detail, from the store layout and interior design to implementing scalable operational systems. Our work included everything necessary to bring TRU from concept to an efficient, customer-focused establishment. We built a comprehensive playbook covering all aspects of daily operations, technology integration, and customer experience—ready to replicate for future franchise opportunities.

Deliverables:

Custom interior and exterior store design aligned with the TRU brand
Operational systems for efficiency and scalability
Comprehensive SOPs and staff training guidelines
E-commerce integration to support online orders and deliveries

Packaging Mockup Design: Bringing the Brand to Life

Objective: Design eye-catching packaging that reflects TRU’s brand essence and entices customers from the first look.

Execution: We created high-quality packaging mockups that highlight the brand’s new color scheme and aesthetic. The designs were crafted with both in-store display appeal and online presentation in mind, ensuring TRU stands out in any setting.

Deliverables:

Packaging mockups (pizza boxes, take-out bags)
Environmentally-friendly, sleek designs that align with TRU’s brand voice

Content Creation: Engaging the Audience Through Storytelling

Objective: Build an engaging content strategy to showcase TRU’s playfulness and commitment to quality ingredients, craftsmanship, and customer satisfaction.

Execution: Our team developed a content calendar to keep TRU’s social media channels dynamic and engaging, utilising high-quality photography.

Deliverables:

Social media content strategy and execution
Professional photoshoots and video production to spotlight products
Customer-centric storytelling that positions TRU as a go-to for pizza enthusiasts

Results: This rebranding and content overhaul not only transformed TRU’s online presence but also redefined the brand’s positioning in the market. The new identity created a visually cohesive, memorable brand experience that drives engagement and customer loyalty.