A client approached us with a frozen pizza product sold by the slice. Our goal was to create packaging that captured the appeal of the product itself and made it feel immediately appetizing at shelf. To support that idea, we designed a custom dieline in the shape of a single pizza slice, turning the structure of the package into part of the visual concept.
We produced the photography in our fully digital studio, with access to a large collection of dishes, kitchen props, and fabrics to create the right food setting. We also provide an on-set chef/stylist who prepares the product from the client’s recipe so it looks as fresh and appealing as possible during the shoot. Because the workflow is fully digital, images can be reviewed and refined on set.
For this project, we photographed the pizza slice from both overhead and side views. For the side view, we used a blow torch just before the shot to soften and melt the cheese slightly, creating a more natural, freshly heated look with added texture and movement.
We then placed the photography into the custom package dieline. The overhead image was used for the top panel, with the centre portion cut out for the window, while the side-view image was applied to the sides of the package to create the illusion of a full pizza slice.
In the initial comp, there was a visible hard edge where the top and side images met. To make the slice feel more realistic, we refined the transition in Photoshop by digitally blending the cheese across the seam, softening the join and creating a more natural, continuous image.
The final result was a package that looked realistic, appetizing, and distinctive — combining structural design, food styling, photography, and retouching to create a strong shelf presence.
... and here is the final result.
