Another instance where the shape of a die cut window tells you something about what’s inside the box: frozen pizza packaging with slice-shaped, die-cut windows.
Waitrose is the brand that has capitalized most on this idea.
It was the award-winning 2011 package design on the right by Turner Duckworth that apparently launched this idea for Waitrose.
Subsequent “Waitrose Frozen” redesign by Parker Williams in 2012, included a very different frozen pizza box — but still with a pizza slice shaped die-cut window.
Below that, another version of Waitrose’s frozen pizza package design — not sure whose — but, again, with a slice shaped window.
Of course, with frozen foods there has long been a trend of avoiding windows altogether, in favor of more appetizing food photography.
If you’re thinking, “Wait a minute! The pizza I see through these windows looks pretty tasty.” — just keep in mind that, in each case, the firm that designed the package is likely to be the source of the image. Not saying it’s a conflict of interest, but we package designers naturally tend to create somewhat idealized images of our package designs. A visit to your freezer case might tell a different story.
Attempting to balance these dueling impulses to conceal or reveal, Waitrose’s pizza packaging does both. Showing us truth in advertising (and possibly freezer burn) through the window, the top two boxes also include more flattering photos of the product’s ingredients.
The red box at the bottom goes even further, showing us two versions of their pizza slice: a frozen “before” alongside of a more photogenic “after.”
Have any other frozen pizza brands thought to include a window, shaped like a slice of pizza on their boxes?
(The answer follows…)
In a word: DiGiorno. (Photo above from Brand Eating)
I did find one photo of a frozen pizza box (for sale at sz-wholesale.com) which had DiGiorno graphics and a larger die-cut pizza slice. I’m not so sure that this package was ever really in stores, however.
See also: Coca-Cola Dead Sea Redesign