The Anthology of Pizza Box Graphic Design: Vacation Edition


Vacations are all about shaking up the day-to-day routine, and pizza is no exception. This year’s family vacation brought us (once again) to the hills and valleys of rural New York, and the many gritty pizza joints along the Susquehanna River. If you avoid the gas station pizza (see image above) and college student pizza (large, usually cut into square pieces, thick, doughy, etc.), it’s easy to find a classic dirty slice. As for box designs, it was a mixed bag of old and new. Let’s begin.

America’s Favorite Design: Creepy Genre Scene with Threatening Chef

In documenting pizza box graphic design between MA and NY, this box is a clear standout. I’ve found it everywhere — from family restaurants to gritty pizza joints next to bars. Why is it so popular? It’s got all the elements — an Italian Stereotype, a brick pattern, a generic product claim, and the classic pizza box red — but that doesn’t really account for its ubiquity. Are restaurateurs drawn in by the center chef and his menacing eyes? Maybe the graphic is in the public domain? Internet research yielded no explanation, but it did turn up a Flickr Group dedicated to Pizza Chef Caricatures: http://www.flickr.com/groups/1420109@N22. Maybe those peeps will have a theory.

Chubby Chefs Do It Better

Oh, yes. This delightful slice came from a counter-only pizza joint right off the highway. We braved a detour for several miles to get there, and it was definitely worth it. As a bonus, I snagged a nice new box design, too:

Overall Design Assessment: The opaque red is bold and eye-catching, especially against the large expanse of white. However, the uppercase (shouting?) fonts make me feel like I’m being cat-called (“HOT”).

Generic Product Claims: A threefer: “Oven Fresh,” “Hot,” and “Delicious.” Four if you count “Pizza.”

Italian Stereotype: Definitely a favorite. Key details include the bulbous belly, snappy apron, and twirly mustache. Usually pizza box chefs are throwing dough in the air, but this classy example is revealing the pie on a silver platter. Don’t I feel special!

Mwah!

Lastly, we have a non-box entry for the anthology. I’m a sucker for phonetically spelled Italian-American accents (“Da Best Meal-A Deal-A in Town”) and classic finger-and-thumb pizza chef gesturing. Therefore, I did my best imitation of a bossy tourist and cleared the sidewalk to get this shot. It worked.

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