IT’S ALL ABOUT THE CRUST
Legend has it that Detroit-style pizza came to be when an innovative chef baked pizza in an automotive parts tray used on the assembly line. This technique resulted in its signature high-sided crust—thick, crispy, and buttery with extra-caramelized corners. Our work for new brand Motor City Pizza Co. leans into our region’s automotive roots to introduce Detroit-style pizza to consumers across the country.
EDUCATION IN THE FREEZER AISLE
We started with blue-collar type and a heritage script pulled from American Midwest. In order to educate consumers unfamiliar with Detroit-style pizza, we art-directed photography that plays up the pizza’s rectangular shape, crust, and corners. Clever callouts like “It’s All About the Crust” and “Tray Included for Crispy Crust!” further drive home the product’s unique story and mouthwatering appeal. Bold primary highlights differentiate one flavor from the next.
FROM DETROIT TO EVERYWHERE
Now Motor City Pizza Co. Detroit-Style Deep Dish Pizza can be found in freezer aisles almost anywhere. Our work helped Motor City Pizza Co. secure their set of four flavors a spot in of one of the world’s biggest retailers. We’re proud more folks can now enjoy our city’s best-kept culinary secret in their own home.