US-based Seneca Foods has appointed international brand and design consultancy Dragon Rouge to develop a contemporised packaging design for its Aunt Nellie’s brand of pickled vegetables.
Dragon Rouge has incorporated modern design cues into the package by presenting the full expression of the strong equity built around authentic farm-fresh production.
Dragon Rouge president Eric Zeitoun said that all users and non-users are gravitated towards the design solution that was able to strike the right balance between traditional equities and modern expression.
The design remains true to the farm-like heritage using photography of ingredients to increase taste appeal and assigning a new and powerful color-coded banding system to ease consumer navigation across the range and increase shelf impact, reports POPSOP.
Dragon Rouge chief creative officer Marcus Hewitt said that the brand has been visually linked to the farm and used more white space on the label for a fresher image which created a more premium and appetising shelf block.