Dodo Pizza's international team covers the IMF regions (Armenia, Azerbaijan, Georgia, Kyrgyzstan, Mongolia, Tajikistan, Uzbekistan, Bulgaria, Croatia, Cyprus, Estonia, Lithuania, Poland, Romania, Serbia, Slovenia, Bali, Nigeria, Vietnam, Turkey, UAE).
Design universal merch for events, giveaways, gifts, and in-app sales for customers.
Dodo already has corporate merch, but it's aimed at "insiders" — employees and brand fans who know all the Dodo memes. Some countries (Russia, Serbia, Estonia) made their own merch, but it quickly became outdated or leaned too heavily on local context.
It was important to convey "Dodo-ness" while accounting for the specifics of every country — capturing the brand's character without diving too deep into Dodo in-jokes and local references (which, say, would land in Russia, where the brand is already familiar, but be completely unclear in Estonia), and of course making the merch not boring.
We tried several directions, building on:
1 — existing murals and illustrations used on packaging,
2 — the product: pizza, understood and loved everywhere,
3 — Dodo's manifesto,
4 — Dodo's geographic reach around the world,
5 — local jokes and details, like packaging markings and mirror messages.
At the final stage we landed on two layers of meaning that turned out to be both universal and precisely true to Dodo's character:
🔸 visual: we showed the product itself — pizza, understood in any culture,
🔸 semantic: we used short phrases reflecting the brand's approach to business — openness, honesty, consistent quality.
Concept
Every piece of merch is a visual slogan for the brand. Minimum text, maximum recognizability.
Applications
We made three color variations of the characters with different skin tones, so the merch feels natural in any country. T-shirt, tote bag, magnet, sticker pack — all focused on simplicity, emotion, and the Dodo effect.
Details
The stickers and magnets feature the brand's characters: couriers and customers. The courier as a symbol of speed and care. Customers as co-authors and drivers of growth.
Dodo Pizza now has merch that works smoothly across multiple countries at once. It feels lively and true to the brand, not like generic corporate swag.
It's now easier for the team to run giveaways, prepare for holidays, and engage with customers — the materials are universal without being faceless.
And we built a system that can easily be expanded in the future — for new formats or country-specific needs.
Project Team
Art direction — Zhenya Oputin
Design — Olya Bazhanova
Client-side manager — Nastya Bulatova
Case editor — Misha Kurnosov
