Ooni Pizza Ovens

Campaign • Illustration • Apparel • Animation
Studio: Canales & Co • Creative Director: Jose Canales
Additional design & DIRECTION by JEN LIGHT, WILL CHAU, AND THE whole foods internal creative TEAM
Studio: Canales & Co • Creative Director: Jose Canales
Studio: Canales & Co • Creative Director: Jose Canales
INTERIORS BY CHEYENNE BRADFORD AND CHRISTINA CANALES
PHOTOS BY Daniel Kellhegan
Ooni tasked Canales & Co. with cooking up a campaign to portray the joy and community of making pizza. I concepted & produced the winning direction, executing across print and digital applications before developing a full merchandise collection to inject cheesy, gooey fun into Ooni's brand presence to match the joy they bring to households all over the world.

The Purpose

Ooni had a product that put the power of the pizza in the hands of the people, enabling anybody to make messy, crazy, delicious pizza at home - but their presence didn't have the personality to match. I developed a campaign direction and expanded the scope of the deliverables to change that.

The Process

I began with a custom wordmark for the "Make Pizza" rallying cry, replicated in French for use across Canadian markets as well. Utilizing a scalable, modular system, versatile building blocks were dressed in exuberant photos from real Ooni customers alongside gooey type and flour texture. Once the approach was established, I developed a full merch collection to underscore the lifestyle appeal of the brand, and concepted a digital approach to maximize user engagement and generate conversions.

The Result

The outcome of the project was an energetic and scalable campaign system, with toppings across merchandise and digital that cemented Ooni's ability to sell not just a product, but an experience.

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The design kicked off with a deep exploration into what it means to be a Rancher, and how to represent that. I assembled a detailed look at different imagery inspirations to inform the new logo along with a wide range of sketches on a rapid timeline to ensure that the team was equipped to put its best boot forward.

Ultimately, the image of a Rancher charging forward on their horse rose to the top, embodying the team's Ride Tall slogan. A fully custom wordmark was built out, tall and bold with spurs adding a Texas identifier and a pickleball paddle subtly informing the shape of the R's. The brand was fleshed out with colors and textures inspired by the team's home of Austin, Texas. Natural and ranch references like hill country springs, dirt roads, and braided rope all informed the look to create a brand local fans could rally around.

We developed a range of levers, including category specific illustration subjects, incorporation of organically integrated photography, and thoughtfully placed cutouts to ensure each category and individual product felt like it got the full special treatment, not a copy paste template. The combination of these elements alongside distinct use of color within a category allowed for both an overall unmistakable consistency and clearly defined SKUs that stood out on the shelf level.

After executing key campaign art across out-of-home, digital, and print placements, complete with a hand-drawn "Make Pizza" wordmark adapted for both English & French speaking markets, I built a campaign book giving the Ooni team the tools to faithfully create ads as needed, featuring detailed instructions and user-friendly assets.
In an effort to adapt the creative to placements with a higher degree of user engagement, I ideated and mocked up the "Pick My Pie" extension of the campaign across digital touchpoints, including a splash page and Instagram Reel ads, that encouraged viewers to interact with the brand for a customized pizza idea that naturally flowed into purchasing opportunities.

Grain Theory was born out of passion, experimentation, and obsession with quality in craft beer. The brand needed to be up to the task.

We went back to the basics - just like the beer, the branding was founded on quality ingredients. Vintage grain bags, with designs evoking local craft and authenticity, informed the striping motif that supported a custom script wordmark designed to bring energy and quality to a craft beer scene sorely lacking in enthusiasm.

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