Pizza Hut Evergreen Boxes

Integrated Award — Branding Program & Campaign

*TRACEELEMENT

Dallas, Texas, USA

Pizza Hut’s evergreen pizza boxes had long lacked the personality of its promotional tie-ins, leaving everyday packaging feeling plain and uninspired. The objective was to create an evergreen system with the same energy, spunk and playfulness that customers had come to expect from the brand’s limited-edition designs.

The team began with an audit of competitor packaging and broader design trends, identifying four guiding principles: the new design needed to delight customers with humour and attitude, avoid becoming stale too quickly, differentiate across dozens of box sizes and allow for tactical brand engagement. From more than 20 design concepts, one solution rose to the top: a bold system of illustrated “stickers.”

These graphics ranged from whimsical pizza jokes to functional prompts encouraging app downloads or rewards sign-ups. Applied in varied combinations across different box sizes, the stickers created a cohesive yet ever-fresh packaging experience. The result was a packaging system that gave every Pizza Hut box the unmistakable brand personality that customers loved. The playful designs not only entertained, but also provided new touchpoints for customer engagement, refreshing Pizza Hut’s evergreen packaging with lasting impact.