Boston Pizza: Building Boss

Overview

Boston Pizza Mexico wanted to strengthen the role of Boss within the brand and turn him into a more engaging presence for children and families. What began as a character redesign evolved into a broader creative system designed to make Boss more recognizable, more expressive, and more consistently present across the brand's kid-facing experience.

The first phase focused on rethinking the character itself. We gathered the client's requirements, studied the existing version of Boss, and worked to better understand who he was within the Boston Pizza universe and what kind of personality he should convey. From there, we developed three initial sketch directions, each offering a different interpretation of the character while staying aligned with the brand. Once one route was selected, Boss was refined through multiple iterations until the design felt friendly, dynamic, and clear enough to work across a wide range of applications. The final character was then vectorized and expanded into different poses and themed sports uniforms, including soccer, football, baseball, hockey, and basketball. To support long-term consistency, we also created a practical visual guide for the correct use of the character.

From there, the project grew into a second, much larger initiative: building a storytelling-driven creative system around Boss for children. The goal was not only to refresh the mascot, but to help kids get to know him through recurring branded touchpoints. We developed a creative plan for a series of kid-focused collateral pieces—primarily placemats and cups—designed to roll out throughout the year. Each piece was tied to a specific creative theme or seasonal moment, allowing the brand to gradually introduce Boss, reinforce his personality, and build familiarity over time.

A key part of this expansion was the redesign of the kids' menu. Rather than treating it as a simple information piece, we proposed a complete rethink of the experience. The new direction gave the food a more craveable, appealing presence while keeping Boss and his story visible throughout. The result was a menu designed to capture children's attention more effectively, strengthen the connection between character and brand, and make the experience feel more immersive, playful, and ownable.

Result

The result is a more complete and scalable kids brand experience for Boston Pizza Mexico. Boss now works not only as a redesigned character, but as the center of a broader visual and narrative system that can grow across seasons, formats, and campaigns. Through the combination of character development, recurring collateral concepts, and a fully reimagined kids' menu, the brand gained a stronger way to connect with children while making the experience more memorable, consistent, and engaging.