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The Joy Pizzeteria: work by MarketinCrew
The Joy Pizzeteria
The Joy Pizzeteria is a pizza restaurant with an Indian leaning menu, paneer makhani and tandoori toppings alongside the standard range, plus a dessert and shake list.
- 01How they came inPizza photography all looks the same. A flat top down shot of a pizza gives a scroller no reason to stop.
- 02What we took onThe photography and the social artwork, including the longer explainer carousels that run under the Joy Products mark.
- 03How it runsThe food work uses an annotated style: the pizza is shot on the board and then labelled, thick layer of cheese, perfectly chopped paneer, sliced baby corn, with hand drawn arrows pointing into the frame. It gives a reader something to do with the picture. The carousel work is a different register, red and gold, icon led, built to teach rather than to sell.
- 04Where it standsA grid that alternates annotated food frames with drinks and dessert posts, so the feed reads as a menu rather than a repeat.
Campaigns and posters
Grid planning and campaign artwork, laid out as a full profile so the annotated pizza frames, the shakes and the dessert posts sit in a deliberate order.
“Label the pizza and people read the picture instead of scrolling past it.”
MarketinCrew
Photography
Annotated food frames. The pizza on the board, then labelled part by part with hand drawn arrows into the cheese, the paneer and the baby corn, with fries and a cold drink dressed into the edge of the frame.
17 pieces we made for The Joy Pizzeteria
17 carousels
Asked about this work
What is the annotated style for?
It gives the viewer a reason to stop. Instead of one more overhead pizza shot, the frame is labelled part by part.
Why do some pieces carry a different mark?
The carousel set runs under the Joy Products mark and is written to teach rather than to sell, so it uses its own red and gold treatment.
What is on the menu?
Pizza with an Indian leaning range including paneer makhani and tandoori toppings, plus shakes and desserts.
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Social media design
Longer explainer carousels under the Joy Products mark, red and gold and icon led, covering food category topics such as clean labels and gluten free, and workplace culture topics for the team.