Bon appetit from «Kupi!» pizza!


  • frozen food market research;
  • package shapes development;
  • water-colored drawings;
  • photosession;
  • package design;
  • prepress.

The Client:
«Russkiy Moroz» LLC.

We honestly do not know people who do not like such a traditional Italian dish as pizza. And what if not to go after it to Italy, but to go out of the house too? For such sybarites «Russkiy Moroz» company launched a line of frozen pizzas. Dishes from this range are prepared in a small company using traditional recipes from natural ingredients; product’s filling and dressing is being made manually.
The client originally wanted a hand-drawn package with a picture of pizza maker, like authentic boxes used in small Italian pizzerias for take-out orders.
Despite the fact that Pavlov's Design had to work with the ready idea, the agency offered to add the product itself to the packaging. Otherwise, how would a consumer be able to evaluate a pizza before buying it? As a result, a watercolor story about an Italian pizza maker appeared on the package. He temptingly proposed to try the appetizing dish that he had just prepared.

The project team

Oleg Pavlov, Elena Pavlova


Maria Mamoshkina

leading designer

Irina Maksimova

technical design, typography,layout, pre-press