DECIDE. brands new sub brand frozen pizza range ‘The Pizza Kitchen’ for Chicago Town

International design consultancy DECIDE has created the branding and packaging design for the launch of a new sub brand frozen pizza range for Dr Oetker under the Chicago Town brand.

‘The Pizza Kitchen’ has been created to complement the existing Chicago Town Takeaway and Deep Dish ranges and increase brand reach to target the weekday, family meal occasion.

The creation of a new brand name and design and communication of the innovative ‘DELI CRISP Crust’ (which has a texture reminiscent of Tiger Bread) builds on visual and emotive ‘deli’ cues.

The product is launched at the end of August in the UK and can be found at ASDA, Tesco and Sainsbury’s.

Creative Director Grant Marshall comments “’The Pizza Kitchen’ brand provides the UK’s leading frozen pizza brand with the opportunity to capitalise on a new pizza occasion beyond the weekend takeaway. The visual language was therefore carefully crafted to ensure that while the new packaging and brand design appears as part of the Chicago Town portfolio of products, it also has a distinct personality of its own which visually disrupts at fixture.”

Source: DECIDE.

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