Creative design agency Pearlfisher is looking to take authentic Italian restaurant chain Zizzi, from the high street to ‘champion of the social night in’ with a new takeaway packaging format.
Pearlfisher’s strategy team identified an opportunity not only to position Zizzi as a leader in the takeaway space, but to reimagine the possibility of a takeaway experience entirely.
“Zizzi is perfectly poised to own the social night in,” said Pearlfisher’s senior brand strategist, Kristoffer Fink Parup. “Each restaurant has a uniquely eclectic personality of its own but what unites them is their facilitation of a good time.
“Our goal was to position Zizzi at the centre of an important cultural shift, driving the evolution of takeaway from ‘food in a box’ to a moment of social connection. To achieve this, we needed to elevate Zizzi’s takeaway offering from an expected extension of the restaurant to a meaningful manifestation – and continuation – of the brand experience.”
Pearlfisher’s 3D, graphic and realisation teams faced a number of challenges in bringing this vision to life, from ensuring the heat-retention and structural integrity of Zizzi’s dishes to respecting storage, workflow and delivery processes. The complete set of elements designed by Pearlfisher includes: a re-formulated classics pizza box and a deep rustic pizza box.
Jo Fawcett, group digital director and marketing director at Zizzi added: “Pearlfisher has done an incredible job to elevate our takeaway proposition to a central and definitive pillar of our brand and business, alongside our in-restaurant proposition. Our customers can now choose to have Zizzi wherever, and whenever they want! We’re so excited to see the new structures flourish in the marketplace and propel Zizzi forward with contemporary appeal.”
The new Zizzi packaging structures is being rolled out UK-wide from September to December 2017.
© FoodBev Media Ltd 2018
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