Authentic Pizza Kit

Brand Strategy / Identity Development


Mamma Mia Pizzeria!

Client Story

Pizza began in the Campania region of Southwestern Italy, around the ancient homeland of Naples, Avellino, Sorrento, Salerno, Almalfi, Pompei, and Mount Vesuvius. It was a plain, uncomplicated, unmistakably simple food — a flatbread (focaccia), with a modest covering of cheese (Formaggio), and a slight hint of olive oil and seasonings, like oregano and basil. That’s it. It wasn’t until the latter years of the 1500s that tomatoes arrived in Italy from Central America. It was then realized how well the puree of tomatoes paired with the focaccia to form what we come to love and now know as pizza. All over Italy they were making and eating it for centuries.

But…Going down the street of any city in this great country of ours, it’s hard not to find a place where you can go in and order a pizza, or call in and order a pizza to be delivered to your house. In the United States, about 3 billion pizzas are sold every year from more than 61,000 pizzerias. In fact, Americans consume pizza at the rate of 350 slices per second — Ci piace (we love it)!

The goal of this kit is to bring the baking of a pizza into the home, where it rightfully belongs – with authentic ingredients, combined in the way they have been doing it for centuries, and preserving the flat-bread taste of the ancients. The ingredients we provide you are superb, elegant, splendorous, and unlike those used in America. Take time to smell and sample-taste our flavors: specially milled flour from Naples; Caputo lievito – a traditional Italian-made active dry yeast made specifically to pair with the Farina Napoletana (flour from Naples); Pomi sauce (pomodori filtrati) – 100% strained tomato sauce without preservatives, packaged in a special boxed container to eliminate the metallic taste that canned tomatoes have; salt and oregano from Italy; finest Italian olive oil with a grassy and peppery aroma and kick unlike anything commonly found on shelves of American supermarkets; Luigi’s special blended cheese designed for a savoriness taste to complement the dough, tomato sauce and other ingredients; and a live basil plant for an authentic bona fide final touch. Enjoy your experience. From our kitchen to yours. Mangia bene!


  • Food & Beverage

Our Role

  • Brand Development
  • Creative Direction
  • Packaging Design

The Challenge

Legacy Cuisine came to us after we branded their company with a new product offering; a DIY home pizza kit. An old-world recipe for a new generation. The new product needed a full brand experience created. From naming, to design, to packaging, to web. A full environment for the customer to be embraced. A traditional yet modern brand that communicated a hands-on boutique experience with fun memories of making something as a family.

The Solution

Every family has traditions, recipes passed down from generation to generation – memories shared when making Grandma’s famous food with her as a child. Legacy Cuisine shared their traditional pizza recipe with us and we created a brand and identity system to help them share it with families all over the world. Luigi’s Authentic Pizza Kit was born. A fresh name, brand & identity system were created to communicate a traditional pizza-making experience. We used the new brand to build an environment of printed collateral, packaging elements, and an e-commerce website that speaks directly to the customer and builds brand trust and equity.

The Results

Some really good pizza for one. But secondly, a full customer experience that starts from an initial website purchase to getting the custom branded package in the mail, to the full set of custom labeled ingredients and collateral, to finished pizza that builds a life-long memory. Making Luigi’s Authentic Pizza Kit a new tradition for families to pass down to future generations.

Services Provided

Product Naming

Create a unique, memorable product name that communicates the brand experience and is relatable to customer sentiment.

Brand Consulting

Research and consulting for brand environment.


Create a customer experience in line with the product experience.

Messaging Creation

Tone and voice of unique messaging to enforce brand experience.

Logo / Identity Design

Creation of logo lockup, word mark, custom type, iconography, and design elements.

Packaging Design

Strategically create packaging elements for ingredients that align with brand and identity experience.

Vendor Management

Research and source the appropriate vendors for print materials, packaging printing, and packaging elements.

Print Design

Design packaging inserts such as instructions and collateral that align with brand identity and messaging.


Selling the product using online and traditional resources such as pay-per-click, ad words, affiliate marketing, email campaigns, and promotional offers.


Promoting brand and product awareness to ideal customers through brand building campaigns online, social media, and affiliate networks.

Website Design / Development

Design and develop an online e-commerce experience that is aligned and encourages brand engagement.

Competitor Research

Research competitor products and companies to create a consensus and present a unique experience based on our findings to a focus group of ideal, potential, and competitor customers

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