BLAZE PIZZA: BECOME EMBLAZEND
What we learned: Humans are social beings. We crave a sense of belonging, organization and meaning. In the present climate, however, we're feeling more disconnected than ever.
What we did: With a new secret society of oven-lovers, Blaze will unite the people in praise of pizza. Though the pies may be personal and the slices eaten in solitude, every order reminds customers that they're part of something bigger: The Emblazened.
IN-STORE
The Emblazened cherish individuality. That’s why each of our 28,000 pizzas has a unique name.
In the restaurant, customers are able to build their pizza one topping at a time. Once it has been forged by fire, its moniker is then printed upon a sticker and affixed upon the box.
For the customers who already know what they want, they can simply call it by its name, and the pizza-makers will identify the ingredients in seconds.
THE CHOSEN ONES
Almighty Most Meaty | Supreme Being | Garden of The Pig | Appease The Cheese | Herbas Veganas | Praise To Lono | Mozzarella Mystery | Hickory Hen | House of Spices | Gluten Destroyer | Plant-Based Prophet
THE APP
Inside the Blaze app, users have access to the entire database of unique pizza names via The Emblazened Name Generator.
With a quick selection of ingredients, the user will not only be able to discover and share the name, they are able to order their pizza with the tap of a button.
A miracle, indeed.
LOYAL TO THE ZA
Since we're so into labels, let's call this what it is: a customer loyalty program.
When pizza-lovers become Emblazened, they'll be initiated into our customer loyalty program, through which they will earn free pizzas, gain exclusive access to our test kitchen, and more.
It's like a punchcard, but way hotter.
OUT OF HOME
A Denver Ad School Project.
AD: Ben Estus. CW: Alex Floyd and Ben Estus.