The challenge with this project was to create packaging that lived up to the brand name. Although the products were of the frozen veg ready to eat segment, it was important to create cues of freshness that would inspire consumers to reach out for the pack.
The story we wanted to convey was that the freshness of the produce is captured and locked into the products by the process of freezing them. A unique mix of colours helped us to achieve the desired effect. Green blending into yellow subliminally created the feel of a garden / farm while the bright blue highlight introduced a cue of frozen while also demarcating a space to showcase the product name prominently.
Our next challenge was to create a memorable positioning for the brand. Research with the target audience showed that besides the convenience factor, the snacking product were mainly consumed when friends and families got together. The tagline is a celebration of this idea.
Marketing Communication & POSM
Happy people, families celebrating or just friends having a goodtime, the marketing communication designed for Freshious celebrates precious moments with our loved ones bringing alive and reinforcing the brand positioning.
IT IS ALWAYS A TEAM EFFORT