When Tula’s Kitchen, Albuquerque’s newest casual dining restaurant, asked us to design a box for their Detroit-style pizza, we bit. Then we chewed it over, mixed strategy with creativity, and baked up something their customers could really savor.

Dad jokes aside, creating packaging to hold America’s favorite food for one of our favorite clients was a dream come true. A restaurant founded on the belief that the best moments in life are shared over a meal, we designed their packaging to spark conversation and foster fun vibes around the table, while increasing brand affinity. We took inspiration from the name Tula, which is short for Athenaoula, a variation of Athena. Using the Greek goddess as our muse, we told the origin story of this pizza of mythical proportions and illustrated it with delicious imagery.

We don’t know what’s more of a stretch, the cheese or the story, but both are sure to make customers come back for more.