The brief was to design packaging for two ranges of pizzas. 

An entry tier of stone baked pizza and a top tier of woodfired pizzas. There needed to be clear differentiation between the tiers and promote the benefits of each range.

For the Stone baked pizza my strategy was to used a simple sleeve to reveal the pizza, the design utilised uncoated board with black print and only used colour to highlight flavour.

For Woodfired pizza we wanted to convey the quality of the product and communicate the unique wood fired flavour. Black was used to create a premium feel and boxed with the pizza seen through a window die cut to reflect the flames of the wood fired oven. Strong bright colours contrasted against the black to give clear flavour differentiation.