Rustica is McCain’s most premium frozen pizza offer, but as consumer expectations around premium pizza evolved, there arose an opportunity for optimisation at the product, brand and packaging level. The challenge was clear: refresh the brand and packaging to drive reappraisal and attract more discerning consumers.

We repositioned Rustica as a crafted, restaurant-quality pizza to enjoy at home. The new wordmark shares semiotic cues with a local pizzeria sign. Pack design steps inside a contemporary Australian kitchen. The scene is filled with real light, natural shadows and small but meaningful details: fresh herbs, accompaniments, a wine glass, the kind of casual weekend cues that elevate the everyday.

Each variant includes a suggested beverage pairing. A QR code leads to a salad recipe, encouraging shoppers to round out the meal. It’s not just pizza. It’s a crafted experience. We created a single-shot photographic approach that wraps around the pack, creating an immersive visual story and reinforcing the idea of a shared table.