Pizzarte: а ticket to a delicious life

We developed the positioning, brand platform, naming, packaging design, and logo.

The Yammpizza team approached Ohmybrand. The client was launching a new brand of premium frozen Roman pizza on the market. The task was to establish the positioning, develop a brand platform, name, logo, and packaging design.

Based on analysis, we identified the key audience segment – hedonists, metropolitan residents striving for a balance between work and leisure. For them, minimizing cooking effort is important, yet they are not willing to compromise on food quality. In the growing frozen pizza segment, there was precisely a lack of a product combining gastronomic pleasure with ease of cooking.

We defined the positioning as follows: Pizzarte is a frozen, delicious, surprisingly gourmet, ideally crafted pizza for connoisseurs, prepared according to haute cuisine standards. The name, formed by blending two words – Pizza and Arte (Italian for art) – cemented the main association: food as art.

We built the design concept around the idea of a “ticket to the delicious life.” The packaging is styled like a vintage ticket, evoking the era of artists and poets. Two colors were chosen for the product lines: cream for the classic line and deep blue for the gourmet line. Differentiation between flavors within each line is achieved through stickers. All icons were custom-designed and hand-drawn. On the reverse side, we placed cooking instructions and a quote from Dante Alighieri’s “Divine Comedy”: “When desire is just, then one must follow it”, further emphasizing the connection between food and art.

During the packaging development, we considered the category’s technical limitations: the absence of a transparent window and the unappetizing appearance of the frozen product. Instead of a photo of the pizza, we placed an engraving on the box. This allowed us to convey the gastronomic theme through an association with art, avoiding a cheapening of the brand image.

The brand has been launched on the market and is available on marketplaces and in offline retail chains. The product is in demand, and work is underway to expand the product line.