Let's start with an analysis of the existing branding, which includes the website and the current packaging. The goal is to make the packaging more modern and appealing, so it stands out on supermarket shelves, where it currently risks getting lost among competitors, despite having a solid underlying concept.
Website
The current website is rather generic and lacks strong branding, which can be both an advantage and a disadvantage. A complex website is not necessary, as supermarkets serve as the main showcase for this product. It is crucial to maintain the established identity but with a stronger visual impact.
Competitors
Analyzing the competitors, Mutti stands out as one of the strongest brands, with a short and punchy name, and a color palette that includes yellow (gold) and red. The design is minimalist, featuring only the logo and name prominently. Barilla, a giant in the industry, has recently undergone a rebranding, simplifying the design and using an uppercase sans serif font, creating a strong visual impact. A smaller brand has adopted a contemporary branding approach, using three primary colors and a "100% Made in Italy" sticker to attract consumers.
Ideas
An effective idea for the lid is to use a pattern reminiscent of homemade preserves, like the fabric pieces that cover them. Creating different patterns for various types of preserves while maintaining an overarching concept that ties the brand together could be very impactful. Additionally, the current script font is hard to read on crowded shelves. A more modern and legible font can be found while still retaining some original characteristics.
For the
, the DynaPuff (Bold) font could give a playful and homemade look, while a minimalist font like Futura could be chosen for other texts to ensure readability.
To further strengthen the brand identity, introducing a mascot could be beneficial: a cartoon grandma with an apron and ladle. Mascots create an emotional connection between the customer and the brand, encouraging repeat purchases.
The current trend of sticker designs fits perfectly with the jars of preserves. Drawing inspiration from traditional labeling methods, a simple sticker with the name and date could be applied to the jar.
Finally, the need for a simple and recognizable pattern for the lid suggests using clearly visible shapes that create familiarity and allow color interchangeability across the entire product line. This project primarily focuses on tomato sauce.
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