St. Louis Style Pizza is renowned for its distinctive characteristics, including a cracker-thin crust, Provel cheese blend, and square-cut slices.
One of the original creators of St. Louis style pizza was Ed and Margie Imo. Started in 1964, Imo's Pizza has grown to nearly 100 franchise locations and numerous items in retail outlets across the midwest.
With the Imo's brand rooted deeply in Italian culture, the red, green and white palette reflect the colors in the nation's flag. The branding campaign represents the vibrant energy of St. Louis as well as the iconic square shape of their pizza slices.
The retail packaging prominently features "St. Louis Style Pizza" and "Provel Cheese" to distinguish and introduce these products in crowded retail categories to an audience unacquainted with such offerings.