PackagingNews
The Spirit of gives makeover to Goodfella’s pizza range
Leeds-based design agency ‘the Spirit of’ has been appointed to re-design Northern Foods’ flagship Goodfella’s frozen pizza range.
The new designs for 32 different SKUs hit the shelves towards the end of this week.
In a statement the design agency said: “Gone are the cartoon Italian characters in favour of a more authentic and credible presentation focusing on powerful branding and the pizzas themselves, as well as restoring the red and green colourways to help shoppers recognise yet differentiate the Thin and Deep ranges”.
The Spirit of managing director Alan Rogan said: “When we were asked to come up with a positioning and concepts for research we agreed to evoke an Italianate feel through the use of more subtle cues such as strong typography and textures for the branding and product communication, coupled with extremely good quality photography to further enhance consumer perception of the Goodfella’s range.
“We were delighted to win this account. We’ve enjoyed working with pizza clients in the past and were pleased to use this expertise when given the opportunity to develop a totally new look for Goodfella’s.”
Contego Packaging produced the packaging for Goodfella’s.
The Pizza UK business sector director Carol Berry said: “From the first brief, the Spirit of understood what was needed and impressed us with their knowledge of the sector. We’re really pleased with the new packaging we do expect it to play a large part in uplifting sales for the brand.”
The Spirit of specialises in working with big food names and recently completed several projects for Del Monte across Europe, brands for Bradbury’s Cheese and work for Weightwatchers Chilled Prepared Meals.
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