DOMINO'S MEHADRIN

In 2021, Domino’s Pizza Israel made a strategic decision to penetrate the religious market and establish a kosher lemehadrin sub-chain. To this end, the need arose to create visibility and a dedicated language that preserves the vibe of Dominos worldwide, but with a prominent differentiation that emphasized for kosher observers that the restaurant is suitable for them.

The work process began with a unique logo with the word “Mehadrin” in a Hebrew font that blends in elegantly and appears on a red background – the most prominent color in the brand’s palette – and included a variety of branding elements. In addition, a targeted advertising strategy was built under a unique Hebrew slogan with a double meaning; to be happy & to trust, an interpretation of the brand’s slogan in Israel “We came to bring happiness”.