Margherita SRL, the “world’s largest pizzeria,” wanted to introduce its special Italian frozen pizza to the US market. The goal was to showcase their artisanal qualities and authentic recipes in a way that breaks through on-shelf and appeals to all pizza lovers.
Using a traditional Italian rising method called “Doppia Lievitazione,” all pizzas are handcrafted with genuine Italian ingredients by Master Pizzaioli and immediately frozen, preserving the freshness and integrity of the product until cooked. This innovative method gives food enthusiasts a truly authentic, hand-made Italian Pizzeria experience right in their own homes.
Capturing the Romanticized Vision
Design Resource Center focused on the two main differentiating factors that separate these products from the rest: dough hand-stretched by Master Pizzaioli and truly authentic flavors made with real ingredients sourced from all over Italy.
To visually communicate these qualities, we prominently featured imagery of the Master Pizzaioli on the front-of-pack and kept flavor names in their native language to convey authenticity and highlight that these products are imported directly from Italy. Product photography stands out as a pop of fresh color on a sepia-tone backdrop, highlighting the crust and toppings without relying on ubiquitous propping or forced appetite appeal. Classical typography and a subtle texture complete the picture, capturing the romanticized vision of old-world Italy for the North American pizza lover.
CREDIT
- Agency/Creative: Design Resource Center
- Article Title: Introducing a Unique Italian Pizza to the US Market Designed by Design Resource Center
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United States
- Agency/Creative City: Chicago, IL
- Market Region: North America
- Project Deliverables: Art Direction, Brand Strategy, Creative Direction, Packaging Design, Research
- Format: Box
- Industry: Food/Beverage
- Keywords: Margherita SRL, Italian Pizzeria, Master Pizzaioli, Retail, CPG, Food and Beverage, Frozen Pizza, Packaging Design, North American Packaging.
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Credits:
Principal: John Norman
Creative Director: Seth Coronis
Senior Designer: Diane Lamendola
Senior Account Manager: Anamarie Fortuna
Production Manager: Jeff Camp
