Talia Di Napoli - Packaging Design
Talia Di Napoli has been waking up Americans with its refined beech wood-fired, all organic, direct-from Napoli recipes in eight distinct flavors. Italian families have been making pizzas since the 17th century, now with our first of its kind flash freezing technique we can share real Napoli pizza direct to America.
In Talia Di Napoli's success, we noticed a hesitation among returners to order outside their comfort zone. Our dream was to share all the unique flavors of Italy and so we needed to effectively differentiate our "direct from Naples" uniqueness, while introducing a large menu of flavors to set ourselves apart from other American pizza brands.
We redesigned the whole affair from packaging to presentation. When opening our IMPOSING 8 pack, customers are greeted by all 8 families.
To encourage customers to explore all 8 of our pizzas, we created characters and stories based on the origins of the pizzas our customers loved. Talia Di Napoli transformed a delicious dinner idea to an authentic tour through the Italian heritage behind the pizza. We redesigned everything from the box that shows up on your door to the sleeve on your pizza as a way to introduce Italia's greatest pizza families within the 10 minutes it takes your oven to prepare your pizza.
Shipping board is a 100% recycled cardboard box that contains dry-ice above and below, a recyclable foam padding inside. Sleeves are 100% recycled paper, in two styles. A "band" for gluten-free as well as special editions with low-waste packaging, and a "core edition", U-shaped sleeve that contains the entire Talia family and product story.
This is a consistent, evergreen item, the cardboard box and packaging are sold at 15K+ units per month. Retail price for the consumer is $100-$125. Cost of production of the unit had to fit within the client's budget of no more than 12% for the cardboard shipping box, the sleeves, and all packaging materials.
Created at Hylink Digital Solutions. Art director Sierra Luo, visual designer Rose Ga, copywriter Christopher Castellanos..