• Murmur Creative redesigned Massa Pizza Company packaging, moving from clear wrap labels to fully boxed frozen pizza packaging built for modern retail.
• The design modernizes classic Italian aesthetics, referencing striped awnings, trattoria windows, and Italian signage inspired typography.
• Color coded varieties and a disciplined layout help Massa stand out in the frozen pizza aisle as premium, curated, and easy to shop.

So often, frozen pizza packaging is void of main-character energy and relies heavily on appetite appeal and cheese-pull photography. The category also will sometimes try to avoid overly stereotypical design cues that loudly shout “Italian food.”

When Massa’s frozen pizzas went from clear wrap with a label to a fully boxed package, that was part of the challenge for Murmur Creative.