What was the project? Northern Foods wanted to reposition the range and redesign its packaging for a more authentic Italian image. The Spirit Of managing director Alan Rogan said: "We tried to take the Goodfella’s positioning back to its Italian roots but in a subtle way. We have also increased the emphasis on photography. I am a big believer that we eat with our eyes so the photography had to be stunning."

How was the job produced? All artwork for the redesigned packaging was shot digitally and the boxes were printed litho sheetfed at Contego Packaging in Holland. Studio manager Mark Haveron said: "We liaised closely with Matthews Brand Solutions, which did the reproduction work, and someone from Contego came to the UK to iron out any issues with the artwork that might affect the printing of the boxes.

"There is a variety of pizzas in the range and it was vital that we achieved colour consistency, so we set files up with FM6 colours and Matthews Brand Solutions provided separation files for the printers."

What challenges were overcome? According to Haveron, the main challenge was the tight timescale. He said: "We had about six weeks. It’s always challenging to produce such a wide range in a limited production period, but the project went very smoothly."

What was the feedback? Carol Berry, UK pizza business sector director, said: "Considering the extremely tight deadlines, The Spirit Of and Contego Packaging have excelled in delivering an end result which we are both proud of and delighted with."