This project was a collaborative packaging and retail display design between Casa Vostra and Eccellente by Hao Mart for their ready-to-bake pizza range. It encompasses both a comprehensive sticker label system for product packaging and a customised chiller board display designed to elevate in-store visibility and reinforce brand presence.
The primary objective was to create a cohesive visual experience that communicates the collaboration clearly while differentiating flavours quickly and maintaining a premium, artisanal positioning. Beyond the packaging itself, the in-store presentation played an equally important role. To support this, I designed a chiller board that serves as a focal point within refrigerated fixtures, anchoring the Casa Vostra range with strong visual branding and retail impact.
For the packaging, a strong vertical band structure wraps across the pizza box, offering brand visibility even when products are stacked. A refined colour-coding system was introduced — orange for Marinara, yellow for Ham & Mushroom, and red for Margherita — improving flavour recognition and creating a unified SKU family. Deep green framing reinforces authenticity and complements natural kraft packaging, while ingredient illustrations communicate freshness and transparency.
The chiller board design extends the same language to the shelf environment, utilising bold graphics, clear product messaging, and colour cues drawn from the packaging system to guide customer attention. Together, the chiller board and label system create a retail presentation that enhances clarity, reinforces quality cues, and strengthens the collaborative identity between Casa Vostra and Eccellente by Hao Mart. The result is a polished, retail-ready solution that performs effectively in freezer environments while elevating overall brand visibility in store.
An alternative chiller board concepts (below) was also developed to explore a more expressive visual direction for the retail space. This proposal leaned into bolder graphic elements and a stronger storytelling approach, with enlarged ingredient illustrations and more prominent headline messaging to create greater visual impact from a distance. While the concept successfully amplified brand energy and shelf visibility, it was ultimately not selected in favour of a more restrained direction that aligned more closely with overall retail guidelines and store aesthetics.
This project was a collaborative packaging and retail display design between Casa Vostra and Eccellente by Hao Mart for their ready-to-bake pizza range. It encompasses both a comprehensive sticker label system for product packaging and a customised chiller board display designed to elevate in-store visibility and reinforce brand presence.
The primary objective was to create a cohesive visual experience that communicates the collaboration clearly while differentiating flavours quickly and maintaining a premium, artisanal positioning. Beyond the packaging itself, the in-store presentation played an equally important role. To support this, I designed a chiller board that serves as a focal point within refrigerated fixtures, anchoring the Casa Vostra range with strong visual branding and retail impact.
For the packaging, a strong vertical band structure wraps across the pizza box, offering brand visibility even when products are stacked. A refined colour-coding system was introduced — orange for Marinara, yellow for Ham & Mushroom, and red for Margherita — improving flavour recognition and creating a unified SKU family. Deep green framing reinforces authenticity and complements natural kraft packaging, while ingredient illustrations communicate freshness and transparency.
The chiller board design extends the same language to the shelf environment, utilising bold graphics, clear product messaging, and colour cues drawn from the packaging system to guide customer attention. Together, the chiller board and label system create a retail presentation that enhances clarity, reinforces quality cues, and strengthens the collaborative identity between Casa Vostra and Eccellente by Hao Mart. The result is a polished, retail-ready solution that performs effectively in freezer environments while elevating overall brand visibility in store.
An alternative chiller board concepts (below) was also developed to explore a more expressive visual direction for the retail space. This proposal leaned into bolder graphic elements and a stronger storytelling approach, with enlarged ingredient illustrations and more prominent headline messaging to create greater visual impact from a distance. While the concept successfully amplified brand energy and shelf visibility, it was ultimately not selected in favour of a more restrained direction that aligned more closely with overall retail guidelines and store aesthetics.
