BRAND packaging specialist Sun Branding has unveiled its latest collaboration with Goodfella’s for the new Grande midweek sharing pizza.
Goodfella’s approached Sun Branding to explore how it could expand into a new occasion for pizza – adult midweek sharing. The firm was tasked with creating packaging that stands out on the shelf and also enriches the consumer experience by evoking the warmth and joy of sharing a meal with loved ones.
Simon Inman, creative director at Sun Branding, explained, “Goodfella’s Italian-American personality needed to be amplified, inviting families and friends to come together for a sharing occasion. Our design approach was straightforward: enhance the sharing experience, Goodfella’s style. We crafted a more editorial, lifestyle aesthetic that evokes the feeling of people coming together.
“The packaging features stacks of plates, dip bowls, and the hero – a delicious pizza ready to be shared. We used texture and provenance callouts to build the visual language of Italian-made pizza, inspired by wall-painted signage found in old Italian streets.”
Matt Fish, senior designer at Sun Branding, added, “We wanted to create the energy and love of family and friends gathering to share a meal together, on the packaging. Subtle use of propping suggests that the pizza, although the main focal point, is part of a bigger picture. Fresh colour palettes and elongated shadows help capture the provenance and warmth of sunny Italian days, creating a sense of joy and happiness.
“The quality ingredients and provenance needed to shine through with pride and care on the packaging. Our aim was to ensure that the Goodfella’s Italian-American personality was dialled up, making the sharing occasion more inviting and enjoyable.”
Louise Grace, cluster marketing manager for Goodfella’s UK & Ireland, stated, “The Sun Branding team brought a crafted feel and dialled up the Goodfella’s Italian-American personality through the design. We loved the kick-off workshop; it streamlined the design process and allowed us to launch against a tight deadline.”
