The Three-Quarter Pizza Box is a collaboration between Red Crescent and Pizza2Go to help reduce the food wasted during Ramadan, a massive contributor during the Holy Month with over 25% of all food going to waste. Our objective was to raise awareness and get customers to actively reduce their own food waste.
Tell the jury about the art direction.
The Art Directional idea was elegant and powerful statement of intent where the design of the pizza box was redesigned to reflect the ¾ pizza idea. The design approach had one sole purpose - land our food waste message clearly and with gusto. We employed bold and uncompromising contemporary typography to best reflect the seriousness of our message. That alongside an elegant and playful device creating a ¾ symbol out of the words ‘Three Quarter’ ensured the pizza box design really delivered.