Talia Di Napoli
Forget everything you know about frozen pizza — Talia is handmade fresh in Italy, with locally-sourced, all-natural ingredients, flash frozen and shipped straight to your door.
Our Role
Packaging Design
Website Design
Art Direction
Marketing Design
Content Creation
Copywriting
The Challenge
Working Holiday was introduced to founder, Edouard Freda, of Talia Di Napoli in late 2019. Edouard explained that he was very happy with the current branding of Talia Di Napoli, but felt they needed to take their packaging design to the next level for the launch of their product, The Sleeping Pizza™, into Whole Foods Market.
With an already established brand in place, Working Holiday was tasked to create packaging that was true to the heritage of the Talia Di Napoli brand while being compelling enough to stand out on the shelves of the crowded frozen pizza space.
Our Approach
Our team knew in order to make a statement in the freezer aisle, we had to have a good understanding of what was already out there and how we can do better. We started by running market research at Whole Foods, Walmart and other supermarkets and quickly realized that there was little innovation or creativity in the packaging design.
In terms of the packaging structure, using a sleeve opposed to a classic pizza box reduced unnecessary waste while allowing the customer to see the actual product without having to unbox it. We created an elevated design that stayed true to the heritage and authenticity of the brand by using elements like vintage postcard images of Napoli as the background and the Terracotta color for priority messaging.
The second component of this packaging project was the encasing for the bundles of pizza. The case can hold up to 10 pizzas and is intended to keep the pizzas upright throughout the shipping process and while storing on the shelves of the freezer aisles. The main priority was to make sure the flavor of the pizza was clearly visible while the product was stored within the case. This was something we were sure to take into consideration while designing both the pizza sleeve and the pizza case. Both packaging pieces work together to create a fun and innovative packaging experience that will speak to consumers from the shelf!
The Impact
After taking the packaging to the team at Whole Foods Market, the retailer decided to pick up the brand for all store locations in the Northeast region with opportunity to purchase additional flavours including the Gluten-Free and Vegan options.
& More
Due to the COVID-19 Pandemic, the Talia Di Napoli business priorities have shifted from retail and shelf appeal to ecommerce and expanding the online sales channels. Working Holiday was quickly brought on to redesign the ecommerce unboxing experience and elevate the brand’s digital experiences from the website to social media and email marketing.
PACKAGING DESIGN | WEBSITE DESIGN | ART DIRECTION | MARKETING DESIGN | BRAND PHOTOGRAPHY | COPYWRITINGWebsite Redesign
Editorial + Lifestlye Photography
Brand Iconography
Email Marketing + Social Media Design
