Pizza Hut: Evergreen & Everchanging
In 2022 Pizza Hut was ready for a major refresh. This included branding, photography, and even tone of voice, but what it started with
was packaging. I designed four collectible evergreen boxes to incentivize purchases and sign ups for Pizza Hut’s CRM program, Hut Rewards.
The QR code in the corner of each box would come with its own exclusive Hut Reward and collecting all four would unlock a special reward.
Evergreen
The new PH look includes classic checker patterns, stickers, and solid blocking designs.
I’ve added these elements into the four boxes along with sticker like pizza slice mascots.
Brand
With bold new packaging, there needed to be a matching bold brand look. I explored high contrast color stories, branded seals, and typographic patterns based on the Hut’s iconic phrases and classic logo.
Everchanging
Two years later and the brand look is established, but the Hut is always changing.
This round I focused on a copy lead design that would allow clients to speak to
different window topics, while keeping a consistent style.
And Changing
After the last exploration, our clients wanted to lean more into brand recognition. With this design, the logo is so large that it wraps over the front edge of the box and is readable from the front lip, giving multiple angles of recognition.
