Tyson Delightful

Creative Agency: Brandimage Shanghai
Managing Director: Gary Yip
Art Director: Shawn Gong
Account Manager: Sharon Xiao
Account Supervision: Cherry Yeung
Project Type: Produced, Commercial Work
Client: Tyson Foods
Location: Shanghai, China
Packaging Contents: Semi-prepared Fresh Chicken

To accommodate to the rapid pace of modern lifestyles, Tyson developed a new range of semi-prepared meals pairing quality meat with ingredients needed for a delicious dish. Beyond the surface, the design task filled with multiple challenges— at once glance, the packaging has to strike a delicate balance between trust, premium-ness, and tastiness.

Our solution maximises impact with minimal elements. To convey safety and trust, the packaging sleeve allows for adequate transparency for customers to view the product. A simple graphic element—the curve—echoes both the rim of a plate and the lines of the brand logo, framing the center panel and focusing the eye on the product information. The black background elevates the product as a premium product while highlighting the delectable colours of the dish. Photo icons convey product highlights with authenticity, and an enlarged finished dish in the foreground entices the consumer.

The result is a design solution as elegantly minimal as it is effective. The packaging is premium yet accessible, authentic and delicious, all while maximising both brand and product impact–a bold look for a fresh product.

What’s Unique?
The result is a design solution as elegantly minimal as it is effective. The packaging is premium yet accessible, authentic and delicious, all while maximising both brand and product impact – a bold look for a fresh product.