Seeking to freshen its frozen, ready-to-eat retail packaging and introduce a new sub-branding system, Foster Farms partnered with Murray Brand Communications to design evolutionary new packaging graphics and prepare mechanical art templates for 40 SKUs.
To start, Murray Brand’s creative team met with client stakeholders to identify existing visual equities to be preserved and to thoroughly understand desired themes and styles. 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.
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