For more than 40 years, the Spinato family’s passion for great pizza has shined at their five popular Phoenix-area restaurants, and more recently, through their delicious range of gluten-free frozen pizzas sold US-wide.
With cauliflower crust pizzas gaining in popularity and plant-based foods on the rise, Spinato’s saw an opportunity to develop a new line of broccoli crust, gluten-free pizzas to provide people with a great-tasting, convenient and healthy alternative to other vegetable- and plant-based pizzas on the market.
“This truly relates to empowerment on the part of the consumer to make smarter choices that don’t forgo any benefits,” says President Anthony Spinato. “Our broccoli crust is much higher in vitamin D and calcium compared to cauliflower crust, along with many carotenoids. Our pizzas are aromatic, taste authentic and are made with the best ingredients.”
In preparation for the launch of its new broccoli crust line, Spinato’s recognised that its existing packaging – with a traditional, “old school” pizzeria aesthetic – didn’t express the premium quality, freshness, flavour, and craftsmanship of its pizzas. The company asked San Francisco’s Perspective: Branding to redesign its packaging and branding in advance of the rollout.
Inspired by classic Italian tiles, Perspective: Branding created a branding and packaging design system to illustrate that Spinato’s pizzas are delicious works of art.
“The new packaging reflects Italian artistry, which accentuates the delivery of high-quality and handmade frozen pizzas,” Spinato says. “The branding conveys the art of pizza, bringing together the passion and behind-the-scenes crafting in a way that’s unique to Spinato’s.”
The Spinato’s packaging design stands out thanks to its fresh green colour and each variety having its own unique, hand drawn tile. The pizza-as-art theme continues on the back panel, with an artist’s palette serving as a framing device for the important product information.
The contemporary new look breaks through in the cluttered frozen pizza category and celebrates the tradition of the Spinato family’s more than 40 years of passionate pizza craftsmanship.
Spinato’s new broccoli crust pizzas are now available nationwide in nearly 1,000 stores, including Sprout’s Farmers Markets and other grocery, natural food and specialty food retailers.
Source: Perspective: Branding