Rebranding the market leader.

Cooking up the real taste of Chicago

When DECIDE was invited to rebrand the UK’s No1 Frozen pizza both online and offline, we really went to town on it! Tasked with enhancing the brand’s Chicago-inspired provenance and crafting a unified brand canopy for use in store, on pack and online, we gathered our best strategic and creative brains and applied our unique d3thinking methodology.

The result is a design which builds on the brand’s American associations with colour cues and a new tone of voice which communicates with a distinct American accent. The design disrupts at fixture, entices with a new photographic styling that is applied across packaging, website, TV and cinema screens, and differentiates by crust type with the aim of encouraging pizza fanatics to expand their repertoire within the Chicago Town brand portfolio. The creative solution also included rebranding the recently launched Pizza Kitchen range as Tiger Crust to fully integrate it into the Chicago Town portfolio.

The new brand identity has been applied across packaging (core ranges, Limited Editions, Retailer Exclusives and Price Marked Packs), website, social media (videos and stills), food service (digital, print and packaging), trade press, TV and cinema and launch signage.

What we did

  • d3eclipse measurement
  • Creative strategy
  • Name generation
  • Brand design
  • Packaging design
  • Digital guidelines
  • Website design
  • Website build
  • Product videos
  • Photographic styling
  • Copywriting
  • Print production
Rebranded chicago town website
rebranded chicago town logo
salami pizza
chicago town pizza range
chicago town website on mobile

Insightfully inspired creative in action.


Awards presented to Decide include: DBA Design Effecttiveness Award Winner; IPM Awards Silver Winner 2019; The Luxury Packaging Awards Finalist 2014; MDA Marketing Design Awards Finalist 2014 Awards presented to Decide include: DBA Design Effecttiveness Award Winner; IPM Awards Silver Winner 2019; The Luxury Packaging Awards Finalist 2014; MDA Marketing Design Awards Finalist 2014