Brand Refresh Rating: INCREDIFULL
The brand formerly known as The Pizza Cupcake—yes, that Pizza Cupcake from Shark Tank—has officially rebranded to Incredifulls™. And fam, I got to name it. This may be one of the highlights of my 20-year professional career.
Image credit: INCREDIFULLS
A Little Backstory
If you watched Shark Tank, you might remember the moment Lori Greiner said, “Let’s do it!” to pitch couple Andrea and Michelle’s “baby” The Pizza Cupcake. It was a big win for a small, family-run company with a secret dough recipe that’s the stuff of legend. NOTE: Mariah Carey is a fan. No fooling.
Chef Andrea took his original recipe, wrapped it around pizza perfection and built a fast-growing business with legions of loyal fans. But as the brand started dreaming beyond pizza—new flavors, new meals, new horizons—it was clear they needed a name that could grow with them. Enter: Incredifulls™.
The Name Game
Alongside the brandiacs (brand brainiacs?) at Interact, I led full renaming exercise to find something that could capture everything that people already loved about the brand and leave room for what’s to come.
We wanted a name that felt joyful, flexible and full (literally). Something that could stretch from savory to sweet, from classic pizza to breakfast food, PB&J and whatever mouthwatering magic they whip up next.
“Incredifulls” landed the gig because it checked every box:
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Incredible = that WOW factor you feel with every bite
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Full = of flavor, of quality ingredients, of satisfaction, etc.
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s = because once you try one, you need several.
It’s fun, bold and a little unexpected—just like the product itself.
The Voice: Nice and Filling
Incredifulls’ secret dough isn’t the only thing that’s full of flavor. Their tone is just as tasty—and made with equally high-quality ingredients. Like plays on words. And clever hits of wit. And other good stuff that makes mouths water. We named the brand voice Nice and Filling because Incredifulls are, in fact, both.
These bite-sized bits of heaven are like a best friend in food form. They always hit the spot. They’re humorous, curious and adored by everyone and their mother (literally). They’re basically the John Mulaney of your friend group—the one who fills every moment with good times, punchlines and deliciously relatable observations.
Some sample headlines:
- I HAVE A SECRET. WANT TO SHARE?
- IS THAT AN AIR FRYER? I’M IN.
- YOU’LL LOVE ME FOR MY DOUGH.
- I’M A LITTLE BIT OF EVERYTHING. EXCEPT BAD.
- THERE’S PLENTY OF ME TO GO AROUND.
- WE CAN DO THIS THE HARD WAY, OR THE CHEESY WAY.
- SOME SECRETS ARE MEANT TO BE SHARED.
- CHEW ON THIS.
- THERE’S ALWAYS ROOM FOR SECONDS OF JOY.
- CURRENT VIBE: HOT AND READY.
- EYES: WIDE. MOUTH: WIDER.
- SNACKS WITH CURVES IN ALL THE RIGHT PLACES
- SANDWICHES ARE SQUARES. INCREDIFULLS KNOW HOW TO PARTY
The Tagline and Packaging Copy
Best Served Always. I think this tagline pretty much speaks for itself. Because no matter where you are, who you’re with or what else is on your plate, incredible goes with everything.
PACK COPY:
Our secret dough is what makes snack-sized Incredifulls™ so unlike your average…anything. Each irresistible bite is light, flaky and filled with wholesome, high-quality ingredients that make any experience infinitely delicious. Breakfast, lunch, dinner, snack, late night, date night, “Did-you-make-sure-the-kids-ate?”-night—any time is Incredifulls™ time. Learn more at incredifulls.com
A Full-Circle Moment
Rebrands are never simple, especially when the original name has a loyal following and a Shark Tank receipt. But watching this brand grow into something bigger, braver and bursting with potential has been a delicious journey.
Huge thanks to the Incredifulls team and the incredible crew at Interact for letting me be part of this evolution. Naming the brand and helping craft its voice was an absolute treat—and I can’t wait to see where this full-flavored future goes next. Find Incredifulls in a freezer section near you!