Gold Award at the Pentawards 2023

The Playful Character of the Packaging

The Eazzy Pizzy Pizza & Gelato brand was created for the pizza and gelato delivery service of Shokoladnitsa, one of the largest coffeehouse chains in Eastern Europe. The playful packaging design is built around whimsical illustrations and a bold colour palette. Saturated colours across the pizza boxes and the unconventional construction of the logotype throughout the identity emphasise the brand’s distinctive character, creating an expressive mood that perfectly matches a service delivering signature pizza and gelato.

Gold at Pentawards 2023

Pentawards is one of the world’s most prestigious competitions in packaging design. In November 2023, the jury in London awarded Eazzy Pizzy the Gold Award in the Ready-to-eat Dishes & Fast Food category.

The project was also included in the Top-10 People’s Choice, the public voting shortlist of the Pentawards Festival, alongside projects for Leica and Off-White. A year earlier, the winner of this nomination was Pentagram, one of the most influential studios in the global design industry.

The Award-Winning Design

The central concept is built around the idea of “mixing flavours” — sweet, salty, sour and bitter. This idea is expressed through a visual contrast of opposites. The colour palette is bold and saturated, combining pink (fuchsia), yellow, green, orange and black.

The system includes two colour modes: a light version on white and a dark version on black. The illustrations feature lush botanical and gastronomic graphics in a flat style — leaves, flowers, flames, mushrooms, strawberries, pizza and gelato. The ornamental elements enhance the sense of celebration and richness.

The logotype and typography are based on a bold rounded typeface that adds warmth and friendliness. The EazzyPizzy name often appears upside down or arranged in circular compositions, reinforcing the playful energy of the brand. The icon mark — a stylised “OK” gesture (chef’s pinch) — references the familiar gesture of a cook.

Recognition

In addition to Pentawards, the Eazzy Pizzy packaging received two Gold Awards from the World Brand Design Society, a Bronze at the Dieline Awards 2023, and was also featured in the Top-10 Packaging of the World.

This recognition demonstrates how thoughtful visual storytelling and a cohesive identity system can elevate a fast-food brand to the international stage.

Conclusion

The Pentawards Gold confirms that Eazzy Pizzy’s packaging is more than a colourful box — it is a strategic branding tool. The developed system combines expressive graphics, a clear visual language and a cohesive identity that distinguishes the brand both locally and internationally.

The success of the project — recognised by Pentawards, World Brand Design Society and Dieline — shows how a disciplined yet playful design approach can build long-term brand value.