Pizza Chess Box

Patsany Agency Creative Director: Dmytro Iatsyna Creative Group Head: Sasha Faina Head of Design: Inna Alimova Project Manager: Natalya Serbeniuk Art Director: Yulia Nagorna Creative Copywriter: Varvara Siednieva Silpo Marketing Director: Kateryna Ohuriaeva Head of Brand Communications Department: Yulia Zabrovska Brand Communications Project Manager: Olena Ihnatenko Head of Category Projects Department: Alla Zalitko

Background Ready-made pizza is a popular product among the wide audience of the Silpo supermarket chain. Our task was to rethink its packaging and make it more valuable and engaging for consumers. Tension Most packaging is designed to attract attention — but ends up being disposable. We wanted to change this familiar pattern and create something people wouldn’t want to throw away. But how can a pizza box stay relevant once the pizza is gone? Idea We turned the box into a shared experience.  Instead of disposable packaging, it becomes a fully functional chessboard. The surface transforms into a playing field, while the sides include chess pieces that can be easily cut out and used immediately. The reverse side features simple rules, making the game accessible even for beginners. A quick meal turns into interaction. A disposable object becomes something worth keeping. Now that’s a winning move.