Refreshing the market leader

Previous range designs created by Decide had firmly established Chicago Town as the UK’s No.1 Frozen Pizza brand, being strong and bold, and scoring highly on Brand Power. However, with the new brand refresh, we identified an opportunity to add additional meaning to the brand and pizza portfolio through simplification of messaging and tiering which encourages the shopper to extend their pizza repertoire.

What we did

Build meaningful difference through reinforcing perceptions for quality, taste & innovation by:

  • Building on the brand proof points – creation of new Photography to dial up appetite appeal
  • Implement a new Ultimate Tiering to introduce NPD and premium products into the portfolio
  • Bold, confident and consistent font styling across the portfolio
  • Fresher, brighter and bolder colours to enhance the product and flavour navigation
  • Meaning and personality reflected in the tone of voice across all on-pack messaging
  • Simplification of brand lock up through use of consistent texture
  • Empowering the visually impaired by introducing Navilens codes to all packaging.
The chicago town range lines Detail from back of packaging

Be the next brand to benefit

If you'd like to know how Decide can help your brand, arrange a chat, or send us a brief.