Pizza Hut Home Delivery Packaging Design 2017-2018

Designers: Ryan Kam, Forest Chen, CaoJun, Emma Wu, Awen Zhou, Charlie Wu, Kim Zhou, and Helen Ren, Ivie, Shanghai, China
Manufacturers: Yum China Holdings, Inc., Shanghai, China

Cheesier conversations for the next generation

Background
In bringing their “youthful and contemporary” brand personality to life, Pizza Hut China reviewed their existing delivery packaging and decided to redesign all core packaging. We segmented pizza boxes into four broad categories to correspond with the product’s base toppings; Meat, Cheese, Veggie, and Sweet & Spicy.

The Idea / Design
Unlike their elders, today’s young Chinese embrace simplicity and modernity more than ever. The new packaging introduces a bright color pallet along with whimsical illustrations of the featured toppings. However, what really sets them apart are the playful and catchy sayings featured prominently on each pack. We created a series of humorous sayings that relate to the product inside each pack. We emphasized the need to convey positive energy through the brand, much like the way a best friend talks to you – Pizza Hut as a fun brand that is best when shared with friends. For instance; “Say cheese” for cheesy pizza, “Always by your side” for side serving bowls, and, “You are Souper” for soup servings.

The Results
The packaging is an accurate reflection of Pizza Hut’s revamped positioning by intentionally standing in contrast to the old packaging. It sets the tone for the brand; positive, youthful, playful. Packaging and food that’s uplifting.

Final designs inject just the right amount of attitude without being irreverent. Launched in March of 2018, the new system has garnered overwhelmingly positive comments on social media.