Tony’s Pizza

Package Redesign and Illustration

When Schwan’s came to us to redesign their line of Tony’s Pizza, the challenge was to stand out in a crowded freezer section by showing parents that Tony’s is their go-to Friday night family favorite. To do this, we focused on taste appeal and visually representing the all-family charm of Tony’s. We amped up the appetite appeal with new photography that features a crispy, golden crust and toasty, melty cheese with just the right amount of natural pull. And Tony, the iconic illustrated character on pack, was redesigned to be more joyful and interactive to signal to mom that this is a pizza her kids will love. To create real family engagement, we gave families something to do while their pizza was baking so we turned the back of the box into a board game set in a pizzeria, featuring Tony doing what he does best – delivering fun and hot, delicious pizza to families.