DECIDE creates revamp for pizza brand Chicago Town

From:Packaging News

The branding for Chicago Town has been redesigned by creative consultancy DECIDE.

The revamp for the frozen pizza brand is intended to differentiate the sub ranges by crust type. The Pizza Kitchen range has been rebranded as Tiger Crust and a new Loaded Cheese Cheesy Stuffed Crust has been introduced to the Takeaway Stuffed Crust collection.

Grant Marshall, creative director of DECIDE said: “We’ve evolved the design of the Chicago Town brand for packaging and the web to confidently communicate its leading brand status, creating a disruptive design architecture which differentiates from the competition in the freezer and aids shopper navigation.

“Visual and verbal equities have been developed which clearly communicate the brand’s American-inspired roots; from a new, improved brand marque and big, bold blue graphic panels which unify the range and improve brand-blocking at fixture to serving suggestions which ooze taste appeal.”

Jo Errington-Stevens at DECIDE added: “The clear differentiation between each ;crust type within the Chicago Town range of products aims to increase awareness of the choice available and to increase shopper repertoire by encouraging additional purchase.”

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