Deep Dish Carton Redesign

Having taken part in the original redesign of the Gino’s East frozen line, I pitched a new design based on customer perception, feedback and brand growth. This new design has been tentatively approved and is set to launch late 2023 in consideration of current inventory and manufacturing needs.

Art Direction / Design / Packaging

The Original.
Handmade. Bold. Deep.

With this new box design, I wanted to convey to the customer that our pizzas are not mass-produced. The proposed design will be printed on chipboard pizza boxes and preserve the natural color of this material. This not only mimics the way a restaurant pizza is packaged, it also conveys to the customer a more handmade feel. Studies have shown that consumers interested in small-batch, hand-crafted items tend to choose natural cardboard materials over glossy boxes.

Don’t Forget Your Roots

Gino’s East was started by two taxi cab drivers and a dream of pizza on the magnificent mile. I brought back the checkered background with our iconic logo in order to remind customers; we’re slinging the same pizzas we were back in 1966.

Coming Soon

Keep an eye out for both the Gino’s Deep Dish and Tavern Style Thin Crust boxes coming soon in 2023!