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Taking UK Pizza to the Middle East
Sparking Change
2020-2022
RESULTS
Repositioning.
Rebranding.
Middle East expansion.
2020-2022
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Celebrating the simplicity of pizza!
NKD Pizza is a global franchise delivering a healthier alternatives to the world's favourite food.
With expansion set toward the Middle East, unlike their recipes, the existing brand wasn't built for a new market — or a new audience.
DIAGNOSIS
NKD had grown across the UK, but the brand wasn't ready for international expansion.
No clear positioning for a culturally different market. No visual system that could flex across new touchpoints — packaging, interiors, uniforms, marketing collateral.
The franchise model was there.
The go-to-market system wasn't.
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Fresh, Flavourful, and Packed with Raw Goodness!
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THE SYSTEM
We developed a new brand strategy rooted in nature and the cultural heritage of the Middle East. Repositioned NKD around natural origins and simplicity — celebrating raw materials, not just product.
Redesigned the visual identity with hand-drawn illustrations, organic typography, and soft, earthy colours.
Rolled out across every touchpoint: packaging, interiors, branding, uniforms, social media assets, and marketing collateral.
NKD now had a brand and a go-to-market system ready for expansion.
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new market entry.
Relaunch
from uk franchise
Expansion
Middle East
"Trusted partners and an absolute pleasure to work with. Spark & Matter are those people you look forward to working with because it doesn't feel like working at all. It's fun, engaging, and an adventure. Their work is exquisite, they "get it" and are always on point - strategy, design or digital."
Mariela Albornoz
Free Mills
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