The team at Yammpizza LLC approached Ohmybrand. The client was launching a new premium frozen Roman pizza brand. The team needed to develop a positioning, brand platform, name, logo, and packaging design.
Based on our analysis, we identified a key audience segment: hedonists, city dwellers seeking a balance between work and leisure. They value minimizing the effort involved in cooking, but are unwilling to sacrifice food quality. The growing frozen pizza segment was missing a product that combined gastronomic pleasure with ease of preparation.
Food as an art
The positioning is defined as follows: Pizzarte – frozen, delicious, surprisingly gourmet, perfectly executed pizza for connoisseurs, prepared according to haute cuisine standards. The name, formed from the fusion of two words – Pizza and Arte (Italian for art), cemented the key association: food as art.
“When a desire is just, one must follow it.”
We built the design concept around the idea of a “ticket to a delicious life.” The packaging is styled like a vintage ticket, harking back to the era of artists and poets. Two colors were chosen for the product lines: a creamy base and a deep blue gourmet color. The flavors within the lines are differentiated through stickers. We designed and hand-drawn all the icons. On the back, we included cooking instructions and a quote from Dante Alighieri’s Divine Comedy: “When desire is just, follow it,” further emphasizing the connection between food and art.
When developing the packaging, we took into account the technical limitations of the category: the lack of a transparent window and the unappetizing appearance of a frozen product. Instead of a photo of the pizza, we featured an engraving on the box. This allowed us to convey the gastronomic theme through an association with art, without cheapening the image.
The brand has been launched and is available on marketplaces and in brick-and-mortar stores. The products are in demand, and work is underway to expand the line. The team has received the “Made in Russia” certification and plans to expand into international markets, including the UAE and Asia. The brand platform has developed a system to enable scalability without losing its core values.
выполненные услуги
клиент
team
Creative Director — Nadezhda Parshina
Creative Director — Alexandra Pershina
Strategist — Vadim Bogdan
Neymer — Roman Urban
Senior Designer — Anastasia Panarina
Project Manager — Natalia Kiryutenkoютенко
release
Creative Director — Alexandra Pershina
Senior Designer — Maria Egorova
Photographer — Elizaveta Elizarova
