The curious origin of pizza boxes and how they became a marketing, creative and visual identity tool

Pizza is one of the most loved and popular foods in the world, but there is an unsung hero in its history that rarely gets the recognition it deserves: its box.

That humble cardboard container that protects them has a fascinating history marked by innovation, logistics and, more recently, packaging. The pizza box not only serves an essential function, but has evolved into a pillar of visual identity, brand differentiation and marketing strategy.

It all started in the bustling streets of Naples in the 19th century, where pizza was served simply, on ceramic plates or wrapped in paper for those who took it home.

At the time, pizza was a street food, meant to be enjoyed on the spot and not transported over long distances. However, the expansion of the American lifestyle and the post-war delivery boom completely changed the rules of the game, making efficient packaging essential to maintain the quality of the product.

It was in the United States, specifically during the 1960s, that the logistical challenge of keeping pizza warm during transport became a real problem.