The creative minds at Sun Branding have collaborated with Goodfella’s to unveil a fresh packaging design for the Grande midweek sharing pizza. The primary objective was to encapsulate the essence of Goodfella’s Italian-American legacy, whilst also highlighting the significance of family and togetherness.
Simon Inman, the creative director at Sun Branding, articulated the necessity to elevate Goodfella’s Italian-American persona and craft a design that would promote communal dining among families and friends. Their strategy centred on enriching the sharing experience and paying homage to Goodfella’s distinctive style. The packaging was meticulously crafted to emanate a welcoming and inviting ambience, employing an editorial and lifestyle aesthetic to evoke images of communal gatherings. The design incorporated visual elements such as stacks of plates, dip bowls, and, notably, the star of the show – a delectable pizza ready to be savoured. Texture and provenance callouts were also utilised to establish the visual language of Italian-made pizza, drawing inspiration from the charming wall-painted signage prevalent in historic Italian streets.
The Grande pizza, aptly named to honour its Italian origins and substantial size, features a logo lock-up that distinguishes it as a unique addition to the Goodfella’s range.
Matt Fish, senior designer at Sun Branding, elucidated their intention to imbue the packaging with the vitality and affection associated with family and friends sharing a meal. Subtle use of propping was incorporated to signify that the pizza, while the focal point, is just one component of a larger picture. Vibrant colour palettes and elongated shadows were carefully selected to encapsulate the essence and warmth of sunny Italian days, evoking feelings of happiness and delight.
“We wanted to ensure that the quality ingredients and provenance of the pizza shone through with pride and care on the packaging. Our aim was to elevate the Italian-American personality of Goodfella’s, making the sharing occasion even more inviting and enjoyable,” Fish added.
Louise Grace, cluster marketing manager for Goodfella’s UK & Ireland, commended the collaboration, applauding the Sun Branding team for infusing the design with a crafted feel that effectively heightened the Goodfella’s Italian-American persona. She expressed her satisfaction with the seamless design process, noting that it enabled them to meet a stringent deadline for the launch.
In essence, the new packaging design for Goodfella’s Grande midweek sharing pizza is a testament to the successful partnership between Sun Branding and Goodfella’s. By capturing the essence of Italian-American heritage and family values, whilst also enhancing the consumer experience, this new design is certain to stand out and resonate with consumers. It is a genuine celebration of the joy of sharing good food with loved ones.