Pizza Girl Is A Retro And Care-Free Affair

If there is one thing I love more than gossip, it's gossip over a slice of homemade pizza. Thankfully, Pizza Girl has given me the coolest sauces to make my hangout dreams come true.

Pizza Girl utilizes a chunky serif typeface, along with decidedly feminine colors, to create a design system that is instantly alluring while infusing the brand with a retro feel. The vintage photos on each jar capture the care-free nature of the 70s without bogging down the design with too much nostalgia. The days of commercial Italian food depicted using hyper-masculine chefs with mustaches are over.

Caroline D’Amore launched Pizza Girl, a line of old-world Italian pizza and pasta sauces using organic ingredients and family secrets. With the desire for the packaging to embody a woman-focused brand that is both strong and feminine, our designs balanced classic and trendy. We chose modern and handwritten typography, black-and-white images, and monochromatic but bold color palettes to create packaging that doesn’t look anything like your run-of-the-mill sauce.

Born into the restaurant business, Caroline D’Amore wanted to carry on her family’s traditions while adding her own spin.