Italian food is famous for simple combinations and fresh ingredients and what is considered more ‘Italian’ than pizza? We were asked by Waitrose to redesign their top-tier pizza range, redeveloped for launch in 2010 using regional ingredients and traditional combinations sourced from and inspired by five Italian regions.

The design solution uses still-life photography in conjunction with evocative pack copy, to hero the authenticity and provenance of the key ingredients sourced for each pizza. Set against a muted colour palette and pizza slice shaped window, developed specifically, the final design re-enforces the range’s top-tier credentials as well as a slice of true Italy!