Pizza Hut 2025 Evergreen Packaging Refresh
Three Boxes - One Big Family
Pizza Hut, known for their red roof and iconic Pizza Hut typography reached out to my team to redesign their packaging family for the 2025 calendar year. This project required several rounds of strategy and research into their current consumer experience and required our team to work alongside Pizza Hut to assign goals and evaluate the journey to help drive a repurchasing cycle.
Work done while at TracyLocke:
Package design made by Ellen Brown, Art Director
*Concept art
Pizzagram
What brings people together and has cheese? Pizza. To tell this story, this concept uses the classic Pizza Hut logo as a frame for lifestyle images in a textured halftone style. The sides of the box also display images, inviting customers to share their Instagram-worthy moments with Pizza Hut. Since this concept reached the final round, I expanded the design to illustrate how it can become a key part of the Pizza Hut brand identity.
Copywriting done by James Haffner and Ryan Vasko
Hut Stories
This concept uses typography as texture, combining Pizza Hut’s sharp sans font with its classic serif font. The packaging highlights Pizza Hut’s history and includes quotes from customers found on Reddit and Social Media. For Limited Time offers, specific deals and products are mentioned on the box to help drive consumers to want to try those next time for a percentage off. The classic Pizza Hut logo, the Hut Hat, serves as a common theme for these stories and messages, creating a cohesive look.
Copywriting done by James Haffner and Ryan Vasko
Pizzacassion
With a bold use of typography that bleeds over the sides of the box this concept connects each product to a specific occasion where it can be enjoyed. With a flood of red and black, this packaging is bold and modern and pushes the classic Pizza Hut font into a more eye catching and visually engaging design. An extra idea with this concept was to create custom packaging for Pizza Hut’s in college towns reflecting their teams colors and logo.
Copywriting done by James Haffner and Ryan Vasko
