The Big Slice
illustration and Packaging
This project was a really interesting challenge. Rustic Crust wanted to develop a ‘BIG SLICE’ of crust that customers could purchase and top with any manner of toppings. Hoping for a viral sensation due to its oversized nature, they wanted disruptive packaging that would stand out from what was currently on the shelf even with the larger product.
I developed this illustration style after working with the analytical team to determine the core age demographic would be between 9-14 and most likely male. I went through multiple rounds of how to illustrate this concept and it be an immediate ‘get’. The diecut was standard and restricted some options but having a young boy with ‘cool hair’ and kind of a skater vibe ended up being the best solution.
This Big Slice was offered in 2,400 Walmart stores nationwide as a ‘pop-up’/social idea.
Press for this project:
The Shelby report covered it’s launch
Deli Market News also covered it’s launch
