Creative Agency: Murray Brand Communications
Project Type: Produced, Commercial Work
Client: Foster Farms
Location: Livingston, CA USA
Packaging Contents: Poultry Products
Packaging Materials: plastic
To freshen its frozen, ready-to-eat retail packaging and introduce a new sub-brand system, Foster Farms partnered with Murray Brand Communications to design evolutionary new packaging graphics and prepare mechanical art templates for 40 SKUs.
Via client stakeholder interviews and brand equity research, existing graphic treatments to be preserved were identified and desired themes and styles defined. Category audits and SWOT analysis followed to better understand competitive positioning, graphic treatments and differentiating product benefit statements.
To avoid confusing consumers accustomed to Foster Farms’ highly identifiable color palette previously designed by Murray Brand, retention of the brand’s bright yellow primary packaging color was recommended. New banner designs, fonts and violators were then created and staged to optimize eye tracking, ensure consistency across all SKUs and brand block competitors in the retail set.
The graphic signature of the packaging and its vibrant color palette is unlike anything else in the retail set.