Harpo's Pizza are a Leeds based brand having been established in 1978. They approached me to redesign their brand to disrupt the highly competitive Frozen Pizza market. —
Supermarket pizza packaging had become bland, most people discover and impulse buy on the shelf...so why does all the packaging look so similar?
I implemented a new strategy using bold colours and typography to quickly identify the separate products within the range. The transparent packaging allows for premium 'transparency' i.e. not hiding away from the ingredients used, but also kept costs down in production.
The concept was to stand out from the crowd, to showcase the independent family owned heritage and to more importantly, disrupt a difficult market.