When Urban Farmer asked us develop new packaging for their innovative new frozen pizza, we knew we needed to emphasize appetite appeal and clear veggie-crust communication. We worked to determine flavor profiles for the brand and optimize on-pack communication as we designed new packaging to showcase the delicious toppings. This new packaging relied on the natural look and feel we’d previously developed for the brand but now emphasized the veggie-crusts with new photography and narrative to entice consumers. We also created retail promotional material and an extensive sampling program—even decking out a sampling food truck. To top it off, we even refreshed Urban Farmer’s consumer website, so the entire effort was coordinated.