Captain DoRego's needed rejuvenation to remain competitive. In response to bespoke research, HKLM developed a proposition to match the demographic as well as the client’s needs.
The name changed to just DoRego's ‒ dropping the “Captain” to remove the seafood implication. The identity was simplified and signage made easier to construct. A multicolour “band” device was also introduced to reflect the multiple offers of beef, chicken, fish and of course pizza.