EFFOI PIZZA, WE ARE ALL IN IT

EFFOI PIZZA BOX ILLUSTRATION

DELIVERABLES

ABOUT THE PROJECT

Illustration and packaging design

Effoi pizza is a prominent Ethiopian food brand known for serving gourmet pizzas prepared using 99% local ingredients while maintaining authentic Ethiopian branding concept. They have been part of the Addis community since 1999, currently running six standing outlets in different parts of the city plus delivering our products to most parts.

For the creative brief Effoi Pizza picked the concept of 'being part of a community that shares common attributes' with the tagline: "we are all in it"

The concept was to show the diversity of Ethiopia and that we the people are ALL part of its natural & cultural heritage. We will use the concept of a pizza, which has a variety of ingredients as a topping and often shared with loved ones, to illustrate the ideas. Hence, those who take part in the sharing of the pizza proclaim "we are all in it" before eating. The illustration used a shape of a pizza, a circle, which is also used to portray wholeness & unity, within which the various aspects of Ethiopia are represented.

THE ILLUSTRATION