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WOW pizza box

WOW

An experiment in absurd packaging

Pizza tray dieline, flat The folded pizza tray box The folded egg pack The folded slice boxes The WOW beer bottle The folded milk carton The real red room installation
{ THE PROJECT ↓ }
Project
WOW · Absurd packaging
Scope
Illustration · Packaging · Installation
Role
Concept, Art Direction, Design & Build
Year
2023 — 2024

A bachelor’s fridge.
Unexpected contents.
A very red room.

01

A bachelor’s fridge

WOW · OBJECT STUDY

Leftover pizza, spoiled milk, eggs and beer. WOW recreates a bachelor’s fridge through illustrated packaging with unexpected contents. Three pizza-slice boxes hold women’s thongs. Socks replace the eggs. Inside the milk carton and beer bottle, small shelves hold women’s underwear.

WOW pizza boxes pattern — illustration system on red

Repeated boxes, mirrored figures

02

Bodies & folds

The drawing changes as the cardboard folds. Bodies wrap around corners; faces meet across panels. On the inside, red and yellow lettering repeats into a pattern that opening the package reveals.

Pizza box exterior, a mirrored illustrated character on red
01 · THE CHARACTERS
Illustration carries across the lid and walls.
Egg sleeve exterior showing its illustrated figure across the flat sheet
02 · THE BODY
A figure stretches across the egg sleeve.
Red and yellow repeating typography on the inside of the milk carton
03 · INSIDE THE PACK
Typography becomes a pattern revealed on opening.
The original inner dieline of a triangular pizza-slice box, with its fold lines
04 · BOXES WITHIN A BOX
The inside of a single slice box.
Printed milk-carton insert with fold lines
05 · HIDDEN STRUCTURE
A printed insert for the milk carton.
The six panels of the beer package’s separate neck dieline
06 · TWO PARTS, ONE BOTTLE
The neck folds separately from the body.
03

Ordinary shapes, odd company

WOW · OBJECT STUDY
Pizza box mockup
Beer bottle mockup
Egg pack mockup
Cans mockup
Pie boxes
WOW spiral pattern

Pizza · beer · eggs · cans · pies · the spiral

04

Into the red room

WOW · OBJECT STUDY

The packages live in a physical installation of a bachelor’s fridge. The surrounding room, furniture and everyday objects are painted red. Opening the fridge reveals the packages; opening the packages reveals their unexpected contents.

The red room — the full installation, every surface painted red
The physical installation · photographed in the room
The red room from the doorway — fridge, table and figure
A figure standing at the open fridge
Inside the fridge — the WOW packaging on every shelf
Reaching in for a pack
The fridge shelves in detail
The figure seated at the red table
The installation, wide
Visitors examining the WOW packaging

Every object painted · the packaging lives in the fridge · visitors open it

Project
WOW · Absurd packaging
Scope
Illustration system · Packaging · Installation
Year
2023—2024
Format
Printed objects & physical installation
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