Design Agency: BexBrands
Project Type: Produced, Commercial Work
Client: Dr. Praeger's
Location: San Diego, United States
Packaging Contents: Veggie Burgers, Fish Sticks, Hash Browns
Packaging Materials: Paper Board
Dr. Praeger’s 20 year old company went through a full brand overhaul in 2013, so needless to say it was a bit of a shock when they saw our first presentation and realized we hadn’t kept anything from their most recent efforts. It wasn’t a true reflection of their company or their products, which are simple, whole-food ingredient foods that are minimally processed. While it took the client a few days to absorb the “new-ness” of our concepts, they supported us the whole way through and were rewarded in their meeting with retailers, who were thrilled with the change.
Frozen food photography generally does not have hand models, helping viewers understand the enthusiasm behind the products. The texture of the dish towels also helps provide a hand-made vibe.