Client: St Elmo's Pizza
Agency: Creating a Storm

St Elmo's Pizza was looking at introducing a new product range into their stores. I was given the task of researching, illustrating and designing a couple of possible packaging concepts for this range. The goal for all the packaging concepts, was to break away from the normal
St Elmo's branding, lifting this packaging to a more sophisticated and delectable level. 

This concept was a complete break from the expected label. It consisted purely of white or black typography, that would be printed onto the packaging itself, or onto transparent labels for budget constraints. I especially enjoyed this concept for its use of typography, giving the packaging an entirely new dimension, as well as allowing the type to only be visible whilst the packaging was full, creating an interactive element with the product itself.