LIVE LIFE ON THE CRUST CAMPAIGN
Client: Crust Gourmet Pizza Bar
Brief: Live lift on the Crust Campaign
Location: Sydney, Australia
Media Channels: Press, social, website, OOH, DOOH, TVC, packaging, menus
As Australia’s leading pizza maker, Crust Pizza made a bold move to pivot their marketing strategy – from mimacking and going after their obvious industry rivals (Dominos, Pizza Hut etc) to challenging all Australians to redefine what it means to eat pizza. "Live Life on the Crust" campaign targeted Australian food lovers who craved something a little different when it came to their pizza ﬂavour experiences.
As lead designer on the project, I helped develop Crust's new look and feel which was rolled out nationally across restaurant paraphenalia (menus, website design, pizza boxes, staff uniforms & wine labels) as well as television, OOH and social. The "Live Life on the Crust" lettering and illustrations were developed in conjunction with illustrator Ross Murray.
Watch the TV spot here.
Pizza box design
Wine bottle label and website design
Social video, 1m long pizza