What’s the first thing you see here? I’m seeing the first slice of a delicious pizza, and a clever design system that enhances the mass display effect. Differently shaped wedges for each recipe attempt to ‘keep it real’, and a faux signature suggests there may be a real person behind all this; someone called Amy, owner of a lot of different tables and a keen interest in flower arranging.
So no I don’t believe in this brand, but I know too much and I suspect that millions of American shoppers can easily see ‘Amy’ in this scene. Of course there are many better ways to bring her to life than this 1980’s recipe book approach, but I’d keep the disruption value of that slice.