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Motor City Pizza Co.

Discovery & Research


Product Packaging

Product Photography

A Slice of Detroit

After presenting Walmart buyers with different packaging designs twice, Motor City Pizza Co. was sent back to the drawing board to design a frozen pizza box that would better communicate the appeal of Detroit-style pizza to a national audience. In their final attempt to win a national distribution deal, they brought us on to design a pizza box to help get the Detroit-style pizza off the shelf and into carts.
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With mouthwatering copy and eye-catching design, we created a pizza box that introduced the uniqueness of Detroit-style pizza.

The Spirit of Detroit

Inspired by Detroit heritage brands, a heavy industrial type invokes the pizza’s automotive roots, while rich colors and a mix of supporting iconography lends the box a more modern edge.

The box design created strong visual differentiation in the frozen food aisle, communicating the taste appeal of Detroit-style pizza to the Walmart buyer and their shoppers.

The results

Motor City Pizza Co.’s disruptive new look instantly landed them a regional, then national, deal with Walmart. The pizza continues to expand its sales footprint, growing exponentially and leading to similar products for other national retailers.

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