We have adjusted the concept for the packaging to the actual material of the pizza boxes, i.e. we considered the colour of the cardboard paper as a graphical tool, just like black, red and green colours. Because of the rusticity of flexo printing, graphical illustrations were preferred over the realistic representation. In the corporate identity (for posters and car advertisements) we have already used sexy pinup style pop characters who address the costumer. Five boxes of different sizes that cover the entire range have been prepared, and conversely, we have five different stories presented as a series of graphic. In our experience, the costumer spends quite a few minutes looking at the pizza box while eating, so we placed a lot of information, games and puzzles on various surfaces of the box so that the customer gets a more complex experience. For the boxes, visual appearance was as important as function; therefore, the cut corners of the pizza box is not only a characteristic and easily encoded design element, but also serves the stability of the product as it reduces sliding.