Project Overview
Boxer & Co. were briefed to revitalise the Always Fresh brand and its 100+ strong range of packs and imbue it with excitement and emotional engagement.
Project Commissioner
Project Creator
Team
Mark Haygarth - Creative Director
Lara Ashworth - Senior Designer
Nicoletta Braach-Maksvytis - Designer
Project Brief
The old design was black and white and had been replicated by several other brands. As research confirmed, the shelf was dark, dingy and confusing. There was limited emotional connection or relevance and a real need to brighten & lighten the Aisle.
The Always Fresh target market is broad and transcends lifestages, but is united by a passion for good food. The strategic positioning ‘The Good Life’ was arrived at the design stemmed from this joy of delicious food and sharing it with the people you love.
Project Innovation/Need
All of Always Fresh’s product is made in The Mediterranean. In a time when provenance & brand story is translating to a new premium, it felt right to bring to life the abundance and authenticity of the region on the new packaging design. Since ancient times, The Mediterranean has been a region known for its farms, markets and providores… bursting with nature’s bounty.
The Mediterranean countryside produces foods with an unparalleled depth of flavour, vibrant colours and wonderful aromas. Boxer & Co. and the Always Fresh team needed to capture this on the packaging.
Design Challenge
The final design centres around a carefully crafted circular logo, the top half of which houses wood-carving style illustrations of a Mediterranean landscape, depicting the story of provenance. The bottom half features an olive picker which drives home the hand-crafted nature of the product and the lid seal device gives artisan cues. EST 1977 portrays the element of heritage that the brand should rightly own. The ALWAYS FRESH brand mark is bold and white and sits proudly in the centre of the logo, ensuring stand-out and memorability. The logo brings over a small amount of equity from the previous logo in its black, white and gold colouring.
Around the logo, four images form a quadrant, which takes its inspiration from colourful tiles found frequently in the Mediterranean. The four pictures follow the same pattern on every pack; a coloured tile pattern, a Mediterranean landscape, a macro piece of detail from the region, like a door, a window or a serving suggestion. The bottom right quarter is an image of the product, shot in a relaxed and fresh style and overlapping the logo to bring modernity and dimension to the design.
Effectiveness
“'The Team at Boxer & Co. really exceeded our expectations and executed this job with passion and professionalism. We are thrilled to be embarking on an exciting new era for Always Fresh with this fresh new design that truly brings the essence of the brand to life.”
Georgina Vergunst, Retail Strategy Manager, Riviana Foods
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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