Brand and packaging company Pure has re-designed the Naturally Tasty sandwich brand owned by Greencore, the world’s largest sandwich manufacturer.
Pure’s understanding of the brand story, ‘fresh ingredients, naturally’, ensured that the name remained the hero across the range. With the need to retain focus on certain core elements prompting Pure’s decision to go with a dark background across the packaging which considering the market sector may seem unusual.
David Rogers, founder and Creative Director of Pure explains; “The reason for the black/grey was twofold. Firstly we wanted to create an impression reminiscent of the chalkboard in a deli, and rather like mounting a photograph on a dark frame it enables us to control consumer interaction with the brand, providing a non-intrusive backdrop to push the important information forward.”
The design is extremely effective, focusing consumer attention on the brand, the vibrantly coloured bar communicating the filling, and then drawing the eye through the window to the sandwiches inside.
Additional touches like original hand-drawn illustrations by Pure’s sister company Boo & Belle help to enhance the ‘deli chalkboard’ concept.
Naturally Tasty, stocked by WH Smith, is one of four major sandwich brand launches Pure has been part of in the last two years.
For Greencore, Marketing Manager Katy Carver said, “I have worked with Pure for 5 years and they have never failed to amaze me with their creativity, passion, drive and enthusiasm.”
Designed by Pure, United Kingdom.
Designer: Ed Preston, Belle Chester
Artworker: Chris Waring