PRIMEFOODS PIZZA

Identity & Packaging

PRIMEFOODS PIZZA

packaging that reads like the good local pizzeria in a crowded frozen aisle – honest, appetizing, and trustable.

Quick summary

i developed the identity and packaging system for an authentic Italian frozen pizza brand. The goal: stand out in a crowded freezer aisle not by looking “rustic,” but by being unapologetically modern. Instead of clichés (brick ovens, checkered tablecloths), the brand uses bold patterns, playful typography, and color-coded labels that make each variety instantly recognizable.

Problem

the frozen pizza aisle is a visual blur: endless reds, greens, and stock photography.
competitors lean on stereotypes of “authentic Italy” — often resulting in sameness
our challenge was to build trust in authenticity without looking boring – to create packaging that signals quality and grabs attention in 3 seconds.

Process

Positioning

i chose to lean into modern Italian design cues with it's geometric patterns, confident color blocking, clean type instead of faux-rustic tropes

1
Color-coded SKUs

Each pizza variety got a distinct pattern + palette: stripes for Margherita, wavy lines for Pera e Gorgonzola, circles for Pepperoni, etc. This made the lineup instantly navigable.

2
Typography & hierarchy

packaging paired bold, contemporary type for names with a structured grid for product info (ingredients, baking instructions). Easy to read, even on cold-shelf glare.

3
Consistency kit

Created a system where every new SKU can slot into the family while keeping its own visual identity.

4

Outcome

Shelf Impact

The pizzas cut through the freezer aisle clutter – bright, playful, unmistakable from competitors
Simplicity

Buyers can identify their favorite flavor instantly by color and pattern, even from a distance
Trust

The clean, design-led aesthetic communicates quality and authenticity without needing faux “heritage” visuals
Growth

Pilot stores reported stronger pickup rates compared to standard frozen brands. especially among younger shoppers