A strong emphasis was placed on Dough’s digital presence as well. The social media strategy extended the brand’s illustration style into playful, outlined pizza visuals used as Instagram teasers. These graphics created intrigue and consistency across the feed, reinforcing brand recall while leaving space for the bold photography of products to shine. The combination of minimal design and lively content allowed Dough to feel premium yet approachable, resonating with its target audience of teens and young adults in Lahore, while appealing more broadly through its chic and timeless visuals.
My role as the visual designer spanned brand, social, and web. I led sessions with the client to define brand values and personality, explored how the identity would extend into the physical space and interiors, and planned the photography and social strategy to ensure consistency across every touchpoint. The result was a cohesive identity that elevated Dough beyond the typical pizzeria and built a memorable food brand experience that felt both exclusive and contemporary.
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