Northern Foods calls on award-winning artist for pizza packaging design

The new-look packaging is being introduced to supermarkets this month and form part of a brand reposition carried out by design agency Brandopus, which has developed four different ranges that between them have 33 products.

Award-winning artist McIndoe has worked with other brands such as Coca-Cola and Nokia. For Goodfella’s, he has created a series of murals “to bring the spirit of Italian pizza to life”.

David Wilson, brand marketing manager at Northern Foods, said the brand overhaul would help develop the brand and radically shift customer perceptions.

“This is not another relaunch but a complete overhaul of all of our consumer-facing activities and is the start of a very exciting chapter for Goodfella’s,” he said.

Brandopus managing director Nir Wegrzyn said the goal was to establish and iconic branded presence for the pizza range. “Our aim was to drive consumer reappraisal of this sector.”

Goodfella’s currently has a 22.4% share of the £380m UK pizza category.

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