NONNA’S
AT HOME PIZZERIA
A unified packaging system that visually connects multiple products, stands out in a competitive retail environment, and translates the warmth, joy, and authenticity of a corner New York pizza shop into an at home experience.
Retail Packaging Design
Brand System Development
SERVICES
The opportunity
Create a branding and packaging system that takes the nostalgic feel of a hole in the wall pizza shop on the streets of Manhattan to retail environments to be enjoyed by families.
The strategy
Take classic pizza shop elements and history and translate its charm, feel, and messaging across various packaging applications. Nonna’s was created to be easily identifiable, provide proportional ingredients, and provide an interactive experience for cooking at home.
The design system
The brand name, Nonna’s, provides a cultural homage to the Italian origins of pizza and emphasizes the family oriented feel of the brand. The products were created with the act of making pizza in mind, and the way making pizza has brought together families and friends for hundreds of years. The brand personality is cheeky, endearing, and bold, just like an Italian Nonna.
The experience
By bringing together the elements of classic type, iconic pizza shop colors and patterns, and a relatable character illustration, the branding elevated the consumer experience. Additionally, I brought in the paperboard as the primary product material to directly reference pizza boxes and the physical experience of pizza making and enjoying. Overall, this packaging line is about relationships, experience, and the joy of making meals together. The simplicity and storytelling of the brand lets the experience do the work.
