Pentawards: Eat Love pizza box among 6 best designs in its category


An Eat Love Pizza pizza box is guaranteed to contain something tasty, but there’s much more delicious to come from it! That was evident from the shortlist nomination for the 2021 Pentawards. There, King George’s pizza box design for Eat Love Pizza was able to secure a spot among McDonald’s, among others.

Every year, the Pentawards are presented at an international level. The award aims to recognise excellence in packaging design, be a source of inspiration and connect the global packaging community. In 2021, King George showed off the shortlist among the 6 best designs in the ‘Ready-to-eat dishes and fast food’ category.

What’s about the box?

A personal story and a creative twist on the beloved Italian classic were the ingredients with which King George created a corporate identity and pizza box for Ghent’s (Belgian) restaurant and takeaway concept Eat Love Pizza. It did not become an Italian restaurant cliché, but rather an innovative interpretation of it. King George chose two Pantone colors – fresh coral red & light blue with a “touch of green” – that provided a vibrant, saturated print – no full-color, in other words. The printing process that was used, in which the colors can be printed on top of each other, aimed for a Risograph effect. This adds to the authenticity of the box and further emphasizes the classic-modern concept.

The design consists of archetypical elements that characterize Italian cuisine, but in a contemporary style. For example, the illustrations on the pizza box are on the one hand a nod to traditional Italy – think vespa and Maria – and on the other hand to the story behind Eat Love Pizza: organic ingredients, the love for Italy, the connection to Belgium and the respect for the recipes of founder Valentina Gatti’s grandmother. The illustrations stand as separate logos and have a nostalgic character, but by combining them with the chosen typography and colors, everything blends into a modern design.