Packaging | Redesign
Melissa’s Produce
Whenever items came up for re-order, that was an opportunity to provide a refresh on the artwork, since a lot of the vast catalogue of Melissa’s artwork hadn’t been updated in decades. It was an opportunity to connect with our targeted audience and create a sense of cohesiveness within our product families.
For our polenta rolls, I chose to reference packaging of kitchen staples found in the pantry of an Italian kitchen. I also used a dark slate background as I found it a nice contrast against the color of the product. Different colors and images were utilized to distinguish the flavor varieties.
Shown to the right are the flattened labels showing the shelf-facing part of the label and the back panel, containing the nutritional information, ingredient statement, distributor clause, UPC and a bit of romance copy, to provide culinary inspiration to the consumer.
For this product refresh, I created this in-store signage (22x28 in) to inform and inspire consumers with a bit of culinary inspiration. Together with our copywriter, we provided creative direction to our photographer and in-house chef to get these specific recipe images to be used for both marketing and print materials. The background and type treatments are elements from the packaging to tie it all together.
