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Agency: Mojo Red
Client: Guangdong Foods
Type of work: Commercial work
Guangdong Foods decided to refresh its Ji Xiang range of products to further enhance its strong focus on the food service businesses. The challenge was to revive interest in the product range while maintaining the strong tradition and heritage that is associated with Ji Xiang.
Over 26 years Of Quality Products
Since Guangdong Foods was established in 1987, the company has mainly dealt with a wide variety of food products. As a professional and experienced wholesaler and food supplier, Guangdong Foods has supplied quality food to local retail shops and to the F&B industry.
Culture and heritage came together when Mojo Red embarked on this journey. We took an in-depth approach, researching imperial dishes and creating strong cultural attachments to the visual elements in the package. The new identity utilizes a Chinese-style banner which anchors the logo, bringing the eye to the product name in a readable font, and then drawing the consumer’s gaze to the picture of the dish at the bottom. The background motifs on each can were created by scanning table cloth patterns to create a traditional feel. We also wanted to depart from the usual cluttered layout of most Chinese canned food products, simplifying the Ji Xiang product range.
The result was a new visual identity, a redefined brand architecture, a typographic style and a colour system that reflected the Ji Xiang brand while improving the visibility of the different SKUs.
All in all, the new design improves visibility of the different SKUs and further enhancing the Ji Xiang brand.
Client: Gruppo Colussi
Brand: Riso Flora
Designer: Rossella Rabuffi
Account director: Laura Cremonesi
Type Of Work: Commercial
Flora appeared on the marked in the late ‘60s introducing the Parboiling process in Italy and becoming the leader in the newly created segment. Later the company extended its range in order to meet the most recent market trends. However, the new lines did not get all the recognition they needed as the brand was mainly associated to its most successful product: the parboiled rice.
The objective was to create a new, strong brand identity, in order to make the brand more independent from the parboiled line and give value to all of its offering. A new graphic system was also needed to present the range in a clear way, give it more visibility on shelves and add more premiumness to it.
A strong identity has been achieved through personification: being the brand name also a name for woman, a woman appeared on the pack and the first letter of the logo was made capital, as in given names. Chromatically, the pack was divided in two, to add clarity and premiumness. The institutional yellow became warmer and more personal. To illustrate the range, more emphasis was put on the use each rice was intended for (even to the aid of images such as a wooden spoon for quality risottos or several serving suggestions for the versatile parboiled, now simply called “the classic” that never gets overcooked).
Agency: Xs Media Inc.
Designer: Jason Wildes Twist
Client: Truffle & Co.
Type Of Work: Commercial Work
Country: United Kingdom & United States
The redesign of Truffle & Co.'s boutique brands snack division. The relaunch comes as the company has secured distribution deals with major London and New York City specialty grocers.
Agency: Coats Design
Designer: Matt Grantham
Illustration: Beck Wheeler
Country: New Zealand
For the past year Coats Design has been redesigning the various ranges produced by Hubbards, introducing the new Brand created by Coats and repositioning each range to create maximum shelf appeal and unique tone-of-voice.
Hubbards Kids wanted to be different in the market. The new packaging direction has intentionally avoided the run of the mill cartoon characters and has been built around the emotive idea of kids doodles, sketch books and ‘mind farts’! In essence, each pack is a reflection of the chaotic, fun and random nature of kids’ minds.
Working with Beck Wheel from Watermark Ltd, a loose doodle style has been created, along with a load of lively stories and activities to entertain the kids (not forgetting the little kid in each parent). Even the inside of pack has been utilised, offering more fun and activities. An important feature of the rebrand was to engage the kids, get them reading or out of the house and having fun! The result, a completely unique cereal range that lives and breathes the new Hubbards brand.
Agency: This Way Up
Client: Lick Frozen Yogurt
Country: United Kingdom
The award-winning Lick frozen yogurt, endorsed by stars and celebrity chefs, is being launched nationally in a new packaging design that is set to fire up the frozen desserts market.
Lick is the UK’s first frozen yogurt to open a branded store, and has seen strong growth over the past few years based on a clear vision and outstanding product quality. The brand was perfectly positioned for further growth with interest from major multiples in 2013 when This Way Up approached the company and offered to work with the founders to build on the existing brand idea, and amplify the fun-loving and inclusive attitude of the founders.
Lick Frozen Yogurt was born in 2000 from the basket of a trike on the streets of Tenby. The two founders were school friends who discovered that they had a knack of making delicious frozen yogurt and quickly found that friends loved it too.
The founders, Ky and Owain, managed to buy a second trike in 2001 and from there, saved enough to buy a converted Range Rover, eventually taking over a whole beach in Wales and building a base of loyal Lick devotees.
In 2008 they moved to Brighton and set up a store in the Brighton Lanes, continuing to make fantastic frozen yogurt and combine that with great live music in the store from artists like Charlotte Church and Frightened Rabbit.
In 2013 Lick recognised that to grow the brand and offer their product to more consumers, they would have to close their beloved store and focus on retail. Our shop closing party saw thousands of people queue down the North Laine to get their final Licks.
The design builds on the idea of that indescribable moment of pleasure in licking frozen yogurt. The design team amplified the tongue and mouth from the original packaging and created a colour palette more evocative of the flavour and texture of the frozen yogurt itself.
The back of pack brings to life the story of the two school friends and their engaging story from humble beginnings, and maintains a simple honesty which remains at the heart of the brand.
The brand now has a visual signature that stands out on shelf, communicates flavour, and also retains that passion, inclusiveness and accessibility that grounds the company, as well as being highly transferable across marketing channels.
The brand redesign is anticipated to drive trial in the new national listings in Sainsbury’s and Ocado, and it’s inclusion as the youngest ever member of CoolBrands is a reflection of the values and creativity of the Lick team.
Country: United Kingdom
BrandOpus, a global strategic brand design agency, has unveiled a bold, iconic redesign of Rowse honey. The work continues the five-year relationship between agency and brand, and comes shortly after The Grocer revealed that Rowse has toppled Marmite as Britain’s best-selling spread.
Following the original redesign of Rowse Honey by BrandOpus in 2010, the brand saw a significant uplift in sales. Now the nation’s best-selling spread and leading honey brand, it was time to create an iconic new presentation for Rowse that would underpin their status as the foremost experts in honey, and which would help educate consumers about the different usage occasions that Rowse Honey has to offer.
The 2010 redesign established key visual equities that the consumer uses to recognise the brand such as the bee, which comes to the fore in the new design, allowing the brand to behave confidently and like the market leader it has become.
The hexagon device on the label is established as a visual framework, adapted stylistically, and used across the entire portfolio to communicate the traits of each range in a unified manner. The portfolio itself has been organised by usage occasions to help the consumer not only find their favourite breakfast honey, but also to explore new varieties, such as honeys selected specifically for use in cooking, or Supahoney, a comforting winter warmer.
Kirstie Jamieson, marketing director at Rowse Honey says of the new look, “Rowse Honey has enjoyed amazing success over the last 5 years and it is critical that we maintain the brand momentum. Our continued partnership with BrandOpus is integral to this to increase consumer understanding of the many exciting and varied uses for honey.”
New look Rowse hits the shelves of stores nationwide in March 2014.
Agency: Labis Design Artefice Group
Designer: Henrique Catenacci / Maikel Morais
Client: Wensky Beer
Wensky Beer was founded in 2003 by a Polish family in the South of Brazil. The company works under the concept of microbrewery, which rescues the traditional way of making beer.
The main goal was to translate the brand’s quality and facilitate identification through product differentiation. The graphic line’s concept was inspired on the brand’s value – Poland, tradition, originality and craft. To communicate these values and simultaneously translate the characteristics of each kind of beer on the label, different European animals were chosen to associate each beer with its qualities. For example, the Beer Baltic Porter was associated to the Bison strength. The features of European beers graphic style with a unique brand identity create the bound between classic and contemporary. In the creation process were also targeted all production process such as the choice of Metallized BOPP as printing media to enhance the graphics of the labels.
Agency: Smirap Designs
Designer: Mike Karolos
Concept redesign for Alfa Greek Beer.
My goal here was to make a more minimal and clean approach of the beer label.
Less colors, simpler shapes & typography and this is the result.
Designer: Eugenia Kalinovskaya, Luca Franceschi
Illustrator: Luigi Russo
Account: Olga Manoilenko
The Russian jam market presents a high number of players. Despite Abrico is one of the most well-established brands, it has recently suffered from a decrease in sales: its packaging has been unchanged for 7 years and is unable to respond to the latest market trends.
Abrico’s core values revolve around family and tradition (Dlia Vnuchat - For Grand-children). It is necessary to stress those values in a way relevant to the contemporary market: tradition involves natural and quality ingredients along with environment friendly practices. However, despite a home-made feel, the consumer should still feel reassured about the strict quality control that a great firm can guarantee.
Some classic elements have been put together in a fresh way to give simple and essential looks. The screw-cap uses the traditional red and white colours, whilst the transparent jar boldly shows the product, stressing out its quality. Thanks to specially made realistic illustrations, the fruit play a very important part and emphasizes that just natural ingredients are used. The clean and essential overall effect greatly differentiates the product from its competitors and make it stand out on the Russian market.
Creative Director: Colin Downing
Designer: Reuben Alderson
Client: Aotea New Zealand
Country: New Zealand
Aotea New Zealand, the largest souvenir retailer in New Zealand wanted an exclusive brand that was all about New Zealand. The brand had to communicate provenance and what better way to build a brand than through story telling. They asked Redfire, a specialized branding and packaging design agency, to develop a new brand and then apply this to a multitude of packaged products.
Redfire uncovered through the research and planning stage that a significant number of the products purchased were for gifts. This formed the basis for our creative direction, where we utilized strong imagery and scenic gems to add a piece of New Zealand to every product. As we say, a picture speaks a thousand words, as the spectacular and beautiful country was used in connection to the product. So for example, instead of using bees and the honey hex for Royal Jelly ( the nutritious food that Queen Bees live off), Redfire showed the clean and pristine environments these bees live and thrive in.
The resulting creativity and packaging had immediate impact, adding significant shelf presence when merchandised. This creative has been rolled out to approximately 15 products in a range from Premium Manuka Honey to Omega 3 capsules.
Country: United Kingdom
Elmwood reveals redesign for Anchor® Cheddar
Global brand design consultancy Elmwood has revealed a new packaging design for the cheddar range from much-loved brand Anchor®. The redesign comprises block cheddar in mature, extra mature and lighter, as well as sliced and grated variants, and will be rolled out across supermarkets nationwide from February 2014.
Elmwood were tasked with creating a design that would perfectly balance Anchor’s® ‘Tastes Like Home’ ethos with a high quality product message. The new range look also needed to be recognisably Anchor® while achieving clear stand out in the crowded cheddar fixture.
To achieve this, Elmwood worked closely with Anchor® to ensure the brand’s language and key visual equities were effectively rooted in a beautifully considered design solution, which reflected the quality of the cheese inside. Elmwood crafted a heart shaped crest to convey quality and excellence, developed in a woodcut style to still appeal to everyday cheese-lovers. The crest was designed to reward further inspection with fun, tongue in cheek cheese references such as crackers and cutlery, nestled amongst the swirls and ribbons. The pack design also celebrated the fact that Anchor® cheddar is slowly matured for a richer fuller flavour – indicating the time and quality that goes into making the cheese.
Ensuring that the pack design was effective as well as attractive, Elmwood used rich, opulent colours to communicate the richness and fullness of the flavour. The new design features the individual colours for each variant across the entire pack to offer greater stand out on shelf and make the range easy to navigate for consumers.
Andrew Lawrence, Creative Director at Elmwood said, “It’s fantastic to be working with Anchor® again on the redesign of such a high profile product. It was a great project to work on, communicating Anchor’s brand story in a way that worked for them in the cheese category. Our approach was all about balance, combining high quality cues while engaging with consumers emotionally through well crafted and considered design. We’re really pleased with the end result and look forward to seeing it on shelf.”
Kate Richards, Senior Brand Manager at Arla Foods said, “Having worked with Elmwood before, we knew how effective their work would be and they absolutely captured everything that is so important to the Anchor® brand. We are delighted with the way Elmwood’s design celebrates the quality of our cheddar range and helps us to stand out in such a busy fixture.”
Agency: Smith Design
Designers: Angel Souto & Glenn Hagen
Client: Unilever HPC
Country: United States
SMITH DESIGN REDESIGNS SUAVE KIDS LABEL
Smith Design has redesigned the Suave Kids label of shampoos, conditioners, and sprays, using a revolutionary look that contemporizes the brand, connects with a broader age range of kids, and truly expresses the core of Suave Kids – that of unabashed fun.
“Developing memorable characters in conjunction with elevating the brand identity to a fresher, more modern place allows the Suave Kids packaging to truly break through the category clutter in a unique and ultimately fun way," said Jenna Smith, the partner at Smith Design who led the project. "We were delighted to provide Suave Kids with a strategically smart solution for their line of products that not only aligns the portfolio of products successfully, but emotionally connects with kids and moms alike."
According to Smith, a refreshed brand identity and package design approach in conjunction with the development of 11 unique and ownable "Fruit Mashup" character illustrations, as well as a clear vision for segmenting sub-lines, add clarity and cohesion to a somewhat fragmented line. “The redesign breaths new life into the brand and successfully leads, not follows category players,” she added.
Smith Design, a package design based in Glen Ridge, NJ and Carmel, CA, has three decades of expertise crafting solutions that result in significant gains for leading brands and companies.
Creative Director: Colin Downing
Designer: Natasha Alimova
Client: Bundy Juice
Country: New Zealand
Bundy Juice is an Australian juice company producing a range of premium fruit juices and fruit drinks and is based in Bunderburg Australia – a township made famous by Bundy Rum and Bunderberg Ginger Beer. Bundy Juice hadn’t done any packaging changes for over 10 years and needed to reinvent themselves. They appointed Redfire a strategic branding and packaging agency based at the bottom of the world - New Zealand to review the entire brand and packaging and wanted something fresh and fun with stand out. After a lot of research, concepting and crafting, Redfire is proud to present the newly revitalized Bundy Juice packaging refresh.
The old Bundy Juice package design was outdated and lacked consistency and shelf presence on shelf. The juice and beverage category is getting edgier in Australia and Redfire wanted to convey all the brand cues that made Bundy Juice “Bundylicious”. We were after a unique look and feel that could use subtleties to differentiate the premium juice range from the drinks range and yet be unmistakable Bundy. We developed hand crafted elements and use styled art direction to really add the appetite appeal so necessary for any beverage packaging.
The revitalized packaging has been in the market for 2 months now and as they say, “the proof is in the pudding”. Sales growth has rocketed and nationwide distribution grown significantly. Happy Clients, Happy Agency!