Pitfire Pizza’s Box Art Program, now in its 7th edition is a uniquely thought-out marketing programs, especially those from homegrown brands.
Co-founder Michele Johnson launched this initiative as a way to connect the local art community with Pitfire’s beloved pizza culture, inviting a Dubai-based artist each year to reimagine the design of the 15” pizza box.
This year’s design comes from none other than Nasim Rezapour, a talented illustrator and graphic designer with a unique flair for storytelling. Marking her first collaboration with a homegrown F&B brand, Nasim's work further emphasizes the vibrant intersection of local artistry and culinary innovation in Dubai.
The Box Art Program allows the featured artist total creative freedom following a theme set each year.
For the 2024 edition, the brief was to “pay respect to the extreme forward-thinking and leadership of the people”, inspired by the bold and innovative spirit of Dubai. Nasim embraced the theme with her eccentric style, crafting a design that reflects the risk-taking, boundary-pushing Emirati subculture.
Her artwork, “To Above and Beyond”, takes inspiration from a generation that is redefining their culture through creativity and self-expression, while also symbolizing Dubai as a place where dreams come true and opportunities are boundless.
The piece reflects the city’s unique ability to cater to everyone, blending tradition with modernity, and offering a space where all aspirations, big or small, can flourish.
Nasim’s artwork is dynamic, vibrant, and full of hidden stories inviting the viewer to discover new elements the more they engage with it. With no limits on color, her design is about making a bold visual impact while inspiring curiosity and wonder about the ever-evolving city of Dubai.
Over the years, the Box Art Program has become a key part of Pitfire Pizza’s brand identity, fostering a sense of community among local artists and pizza lovers alike.
This initiative not only highlights the incredible talent within the region but also sets a shining example of how packaging can creatively engage with local talent. Each pizza box has turned into a collectible piece of art, allowing customers to cherish and celebrate the unique stories behind every design.
The latest edition of Pitfire’s Box Art Program celebrates the wild spirit and relentless innovation of Dubai, making it an exciting moment for both pizza lovers and art enthusiast.
