Creative packaging design for Goodfella’s midweek sharing pizzas
Brand packaging expert Sun Branding has embraced Goodfella’s Italian-American heritage and family values in unveiling its latest collaboration with Goodfella’s for the brand-new Grande midweek sharing pizza.
Sun Branding endeavoured to create packaging that not only stands out on the shelf but also enriches the consumer experience by evoking the warmth and joy of sharing a meal with loved ones.
Simon Inman, creative director at Sun Branding, said: “Goodfella’s Italian-American personality needed to be amplified, inviting families and friends to come together for a sharing occasion. Our design approach was straightforward: enhance the sharing experience, Goodfella’s style. We crafted a more editorial, lifestyle aesthetic that evokes the feeling of people coming together. The packaging features stacks of plates, dip bowls, and the hero – a delicious pizza ready to be shared. We used texture and provenance callouts to build the visual language of Italian-made pizza, inspired by wall-painted signage found in old Italian streets.”
The new Grande pizza, named to honour its Italian roots and the larger size for sharing, features a logo lock-up that signifies a unique offering within the Goodfella’s range.
Matt Fish, senior designer at Sun Branding, added: “We wanted to create the energy and love of family and friends gathering to share a meal together, on the packaging. Subtle use of propping suggests that the pizza, although the main focal point, is part of a bigger picture. Fresh colour palettes and elongated shadows help capture the provenance and warmth of sunny Italian days, creating a sense of joy and happiness.
“The quality ingredients and provenance needed to shine through with pride and care on the packaging. Our aim was to ensure that the Goodfella’s Italian-American personality was dialled up, making the sharing occasion more inviting and enjoyable.”
Louise Grace, cluster marketing manager for Goodfella’s UK & Ireland, commended the collaboration: “The Sun Branding team brought a crafted feel and dialled up the Goodfella’s Italian-American personality through the design. We loved the kick-off workshop; it streamlined the design process and allowed us to launch against a tight deadline.”
