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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.

Motor City Pizza Co. Motor City Pizza Co. Shinola wax

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.

Motor City Pizza Co. Branding

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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Motor City Pizza Co.

Motor City Pizza Co. Branding

Flower Illustration

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