ONE SMALL PEPP FOR MAN
A Pizza Legend Launched into the Ghost Kitchen Galaxy
People are skeptical of "fake" restaurants operating out of unmarked warehouses. Donatos had the antidote: 60 years of legitimate "Edge to Edge" quality. But that legacy was aging out. We needed to take that operational firepower and aim it at a new target. The mission was to launch a digital-native brand that feels fresh for Gen Z, but runs on an engine built in 1963.
The name is the hook.
"One Small Pepp for Man" hits that "newstalgia" vibe that stops the scroll. We engineered a visual system to match: a hand-drawn orbiting slice and rounded, retro type. The palette looks like it was ripped from a vintage comic book—Red Planet Red and Commander Cyan popping against Spacewalker Black.
Crucially, we didn't hide the engine. We built a bridge back to 60 years of trust. Donatos' famous "Edge to Edge" promise became "Total Topping Coverage." Ingredients became "mission fuel." The brand feels brand new, but it runs on a proven system.
On the delivery apps, you have a split second to win the scroll. Our retro vibe and bold colors did the heavy lifting. But this wasn't just a creative exercise. The launch opened a serious new revenue stream and actually got Gen Z talking to a legacy brand. We proved a 60-year-old company can still get weird, have fun, and deliver the goods.
