Habemus: The Holy Crust

Habemus makes frozen pizza bases (pala) to artisanal standards, drawing on decades of experience with flour. Italian food packaging tends to lean on the same clichés, so we looked for a voice that could speak about meaning, not only taste.

We found it in the language of the Church. The name borrows the papal announcement “Habemus Papam” and turns it into a proclamation: born in Italy, spoken in Latin, addressed to the world. The tone of voice is liturgical and a little theatrical, with prayers written for the dough: “Bless this pizza (pala), with its hydration so high, may it stretch (without tearing) and rise to the sky.”

The iconography reinterprets ecclesiastical symbols with respect and a wink: blessing hands, stylised crosses, saints holding an oven peel. A pink and dark green palette breaks away from the reds and tricolours of the category, while a serif and grotesk pairing gives hierarchy to every pack.

Sacred and pop at the same time, for professionals, enthusiasts and devotees of good pizza.