ICCO Pizza Case Study
ICCO Pizza Fitzrovia has been an established London pizzeria since 1999. The goal was to modernise the brand for a new generation while preserving its legacy, culminating in the launch of ICCO Pizza Soho—their newest flagship location.
Key Result
01The Challenge
Despite their established reputation, ICCO required significant modernisation to compete in the current hospitality landscape. They faced outdated visual branding, limited digital presence, lack of experiential branding, no catering revenue streams, and heavy reliance on walk-in traffic.
02Strategy & Execution
Brand Modernisation & Creative Direction: Developed a full creative direction strategy, redesigned the visual identity, and designed flagship store signage and digital display systems to create a more premium customer atmosphere.
Social Media & Viral Content Growth: Implemented a digital-first strategy for Instagram and TikTok, producing high-performing short-form content and collaborating with creators.
Reputation Strategy: Focused heavily on customer retention, encouraging organic reviews to strengthen brand perception.
Revenue Expansion: Introduced catering services, private hire bookings, and community collaborations.
03Key Takeaways
This project demonstrates how a legacy hospitality brand can successfully evolve through modern creative direction, digital-first marketing, experiential branding, and diversified revenue streams. The transformation positioned ICCO Soho as the modern flagship location for the next chapter of the ICCO brand.
04Outcomes Achieved
• Successful launch of the ICCO Pizza Soho flagship branch.
• Achieved and maintained a **4.8⭐ Google rating** with over 500 reviews in the first year.
• Multiple viral social media campaigns that drove significant local brand awareness and engagement.
• Positive upward sales trajectory fueled by new catering and private hire offerings.
Ready to achieve similar results?
Book Your Free Strategy CallReady to Accelerate Your Growth?
Book a free 30-minute strategy call with our London-based team. No fluff, just honest advice and a clear roadmap.