Wagner Piccolinis – Wednesday Edition: Goosebumps meet indulgence

For the second season of the Netflix hit Wednesday, the popular Wagner Piccolinis were transformed into a darkly playful limited edition with real collector’s potential. Our task: to create a packaging design that seamlessly combines the iconic gothic world of the series with Wagner’s brand identity – striking, bold and certainly not everyday.

The design picks up on key elements of the official Wednesday style guide – including the characteristic purple and black stripes, the familiar lettering and iconic characters such as Wednesday, Enid and the legendary hand “Thing”. Combined with specially staged ingredient images and variety names such as Dark Salami and Bloody Margherita, the result is a captivating design world that fits the series perfectly – and at the same time shines out from the freezer cabinet.

The packaging plays with collectability: multiple variants per variety invite consumers to buy more than one. The challenge was to develop a creative design language that not only complies with the licence, but also preserves Wagner’s brand values – while still attracting maximum attention.

A perfect interplay of licence world, food design and brand architecture – for everyone who finds pizza alone not scary enough.