A Frozen Slice for a Healthier Life
For Real Foods, an innovative pizza company, is on a mission to challenge conventions in the ready meal freezer with a unique no-dough pizza. It may look like a regular pizza, but the crust is made of either chicken or cabbage, making it packed with nutrition. Definitely not your typical pizza. Our challenge was to help consumers quickly understand the product’s benefits compared to the not-so-healthy alternatives. Targeting conscious consumers, our objective was to make this healthy fast food stand out distinctly with a unique approach.

To propel frozen pizza into a health-conscious future, aligning with this inventive brand, we decided to blend traditional design elements associated with health with those of fast food. Through in-depth desktop research and deconstruction, we unearthed intriguing characteristics within each category.

For the design, we seamlessly integrated these healthy and delicious features, creating a fresh and quirky world. To emphasize the pizza’s nutritious benefits and make a distinct and impactful first impression, we paired raw, realistic images of chicken and cabbage with captions like “delicious” and “tasty”. We gave the colour palette a natural base using off-white, green, and yellow, while using more vibrant contrasting colours to add energy and convey taste. For the headlines, we chose Gobold Regular in capital letters, playfully set to inject energy, confidence, and character into the design, both on the packaging and in digital channels. It was combined with Akzidenz-Grotesk Pro for descriptions and body text, a timeless and versatile typeface. Together, the dynamic headlines and the relaxed body text typeface ensured that all messaging is both lively and distinctive. Throughout the design, we ensured there was always an interesting clash between health and the indulgence of fast food in imagery, copy, typography, and colours. Additionally, we optimized the pizza box dimensions to perfectly fit the pizza, making it smaller than other ready meal options in the freezer, saving space and streamlining transportation.

With this approach, we inject a visual burst of dopamine into both worlds – health and fast food. It represents a balanced approach, revolutionizing frozen pizza into a new type of slice for a healthier life.