Doughpe

I created a world of rebellion and authenticity with the creation of a challenger pizza brand, inspired by the gritty spirit of Detroit and the pizza the city is now taking worldwide. In a city known for its unapologetic attitude and raw creativity, I set out to craft a brand that breaks free from tradition and fearlessly embraces its unique identity through pizza.

Drawing inspiration from Detroit's rich cultural landscape and its legendary music scene, the brand exudes a rebellious energy that challenges the status quo of pizza culture. Like the city itself, this newcomer refuses to conform, confidently asserting its distinct voice and flavor in a sea of culinary conformity.

The brand's visual identity and tone of voice mirror the unfiltered expression found in the music of Eminem, Royce the 5'9, Jay Dilla, and Tee Grizzley, embodying the spirit of authenticity and defiance. From its bold logo to its provocative messaging, every aspect of the brand reflects a refusal to compromise on quality or character.