The Bella pizza from Oath Pizza

Oath Pizza

Oath Pizza Returns to Its Roots With Feel-Good Brand Refresh

Oath Pizza is modernizing its branding approach while maintaining its identity and steering clear of industry trends and fads.

  • Oath Pizza is refreshing its brand with inviting colors, breezy interiors and a feel-good environment with mass appeal.
  • The new design will debut in West Hartford, Connecticut, during the first half of 2022, and company-owned and franchised locations will follow suit.

Related: Oath Pizza raises fund for home serving at-risk LGBTQ+ youth during Pride Month

Oath Pizza has returned to its Nantucket roots with a brand refresh, moving away from bold, abstract and masculine overtones and introducing a bright, fun new look.

“There is too much of the same in the pizza industry,” Stacie Colburn Hayes, Oath Pizza’s chief marketing officer, said in a press release. “We knew that a cookie-cutter system with lower-quality ingredients was too widespread, and for us to succeed, we would have to be different.”

Inspired by Oath’s flagship location on Nantucket Island, the refresh features inviting colors, breezy interiors and a feel-good environment with mass appeal. “That’s been our vision for Oath’s new look and feel,” Hayes added. “We want to show the world who we are and what we believe so we can attract the right customers and also set ourselves apart in the market.”

Oath Pizza will debut its new design in West Hartford, Connecticut, during the first half of 2022. Its company-owned and franchised locations will follow suit with the new design as well.

“It’s exciting when a design change will better your business too,” said Tianna Alfieri, Oath’s director of development. “We’ll be updating our interior design quickly and thoughtfully at all of our existing locations, so we can continue to hark on the scalability of our new look and layout.”

Related: Oath Pizza ditches cauliflower for vegan and gluten-free chickpea crust

The streamlined, flexible footprint at the new Oath Pizza locations will complement a seamless purchasing and pick-up experience and an ongoing commitment to cater to the needs of a growing customer base. The brand’s operation model supports lower labor and higher throughput with faster cook times, reduced overhead costs, and a better customer experience, according to the press release.

Oath aims to modernize its approach while maintaining its identity and steering clear of industry trends and fads, a difficult balance for franchises to navigate. “A good brand can help to grow your business,” said Merissa Zaltzberg, Oath’s brand and production manager. “We’ve been able to secure our market positioning with an updated brand strategy and a team that understands the importance of design in a customer-first approach.”

Drew Kellogg, Stacie Colburn Hayes and David Jamieson

Oath Pizza’s leadership team consists of former operations and marketing executives from Chipotle, including Hayes, CEO Drew Kellogg, and VP of Operations David Jamieson.

Founded on Nantucket Island in 2015, Oath Pizza is known for its avocado oil crust and thoughtfully sourced toppings like fresh veggies and organic proteins, along with a feel-good experience from the restaurant atmosphere to the menu itself. Oath recently launched a unique franchise opportunity, now available to like-minded franchise partners.

“We’ve found a great balance of adapting with the times, updating our formulas but still staying true to what has made us successful to this point,” Zaltzberg added. “This is a critical selling point that we like to show our prospective franchisees, and it shows that people are truly buying into a brand that has principle.”