Packaging: The pitch was to bring the Organic brand up to date with all other organic brands on the market. A softer, hand drawn typeface was used in conjunction with an 'organic' approach of cropping the photography. The existing colours were kept but softened for a more natural look.

Tesco wanted to target the 25+ yrs market (especially male) with a microwavable pizza slice - perfect for people 'On The Go'. Green was used as a non gender specific colour with the emphasis on the time taken to cook it. The coloured strips refered to the flavours whilst the star was used as a subtle reference to the American style of pizza.