DiGiorno owns the frozen pizza category, so a concept brand extension had to feel unmistakably DiGiorno while carving out its own space on the shelf.

We developed a concept packaging system that leaned into wood-fired, artisan cues, layering that language onto DiGiorno's existing brand equity rather than competing with it.

A concept direction for a brand extension that could sit confidently next to DiGiorno's core line while offering something new.