Boston Pizza is a Canadian icon, but while the pizza stayed fresh, the brand look hadn’t kept pace. The original 1964 logo was overly complex and hard to scale, especially in a mobile-first world. Our challenge was to modernize BP without losing the deep emotional equity built over generations. Building on the Hungry for BP platform, we simplified the logo to its fighting weight and delivered a full high-definition brand system—brighter, bolder red; deeper, premium navy; and a warmer off-white that feels inviting and human. Rolled out across menus, packaging, signage, and digital, the new identity cuts visual noise, scales effortlessly, and gives BP a cohesive, future-ready foundation that respects its legacy while positioning it to lead the category.