Crust Pizza

Brand campaign 

Location

Australia

Crust Pizza made a bold move to pivot their marketing strategy from mimicking and going after their obvious industry rivals (Domino’s, Pizza Hut etc) and 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 identity that was rolled out nationally across restaurant paraphernalia (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.