Jack's Pizza

Website design for the Midwest’s favorite frozen pizza.

User Experience — Design — Art Direction

Jack’s got your back.

Jack’s Pizza has a rich heritage, loyal following and a reputation for delivering premium pizza at an honest price. I helped bring a new “tell it like it is” voice to Jack's that expresses the brand’s humble beginnings and reinforces their commitment to hard work. I designed a new website that builds on familiar visual elements and brings the new brand character to life.


The site is built on a system of discrete, modular components that allow the experience to evolve over time and adjust to user behavior.


The visual design leans into familiarity by extending visual cues of the packaging and color palette into the composition of the page. Typography introduces a playful, handwritten treatment to emphasize the new brand voice when paired with bold, textured headlines.


Persistent product navigation allows users to browse by pizza style or topping and quickly find their favorite flavor wherever they are.


Mobile visits comprise the majority of users, so creating a mobile-first experience that allows users to quickly orient with clear paths to purchase was the top priority.


I worked to create a series of key masthead visuals that connect with customers and express flavor variety by placing Jack’s Pizza in relatable scenarios.

Process Summary

User Experience and Wireframes

I planned and created wireframes for the new site experience to align with business goals, demographic traffic and competitive research provided by the brand.

Art Direction and Design

I evolved and extended the established visual palette of the brand to integrate creative centered on the new voice of Jack’s.


Client — Jack’s Pizza, Nestlé
Role — User Experience, Art Direction, Design
Agency — Smith Bros. Agency
Photography — Foothold Studios

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