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.

Menu design

Menu unfolded

Menu poster

Pizza box design

Wine bottle label and website design 

Social video, 1m long pizza

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