Overview

Gnaw York Pizza is an original packaging series created for authentic New York frozen pizza. The primary goal for this packaging series was to demonstrate my use of mascots within a branded series. The problem was how do you sell authentic tasting New York pizza that is sold in a saturated frozen pizza section. Being that target audience was more artistic and curious in nature, the solution was to take a contrasting symbol such as the rat and use that to promote the pizza. The idea being that the Gnaw York Pizza’s mascot, Scurry, knows the best of the best because he is a local. The imagery had to be gritty, but not dirty, and not too childlike. The result was a mascot and brand with authentic values and a layout that matches the theme.