Chicago Town

When brand owner, The Schwan Food Company, developed a new frozen pizza range that tasted as good as a fresh takeaway product, it was Totality GCS, as their long incumbent design agency, which was commissioned to design the packaging.

It was important that this offering would be instantly impactful and that it should gain additional customers to the frozen pizza sector. 

Along side the launch of 'Takeaway' we were commissioned to refresh the core Deep Dish and Thin & Crispy ranges.

The designs needed to utilise clean photography, strong colour coding to aid shopping at point of sale and reinforce the key differentiators of the Chicago Town brand.

Schwan had worked hard to get a much prized opportunity to launch single serving pizza slices into the market and to secure listings in many of the major multiples, we had to make sure the pack designs delivered to brief. 

The designs were aimed towards a younger target audience with key elements such as custom typography, a bright colour palette and clean photography used to appeal to the mainstream instant snack category consumers.