Anthem | FIT | Mayr-Melnhof | Paragraph | Webb Scarlett

Webb Scarlett deVlam, Chicago, Ill.

Click an image to view fully interactive 3D models of each design.

The design team at Webb Scarlett deVlam felt strongly that the current Bilinski's branding had a lot of inconsistencies—two separate brand marks, shape and illustration variations, differing typography treatments, ribbons with contrasting curvatures, and a palette of colors that lacked a rationale. Webb Scarlett deVlam's broad recommendation for Bilinski's is to build brand equities with common brand elements. To this end, the design team created a brand system that can be easily adapted across a number of different packaging formats and media.

The detailed proposal features redesigned logos (still two logos, following the expressed wishes of the Bilinski ownership). The two logos—one "traditional" and one "nutritional"—are now much more visually similar. Both logos feature a roundel shape reminiscent of the current brandmark, but now use a palette of lighter, softer colors that take cues from the original branding. The logo design introduces a contemporary banner treatment to hold the Bilinski's branding by using distinctive type treatments to make it more ownable.

The new illustrations on the labels also have a unique and consistent style, which adds to its premium positioning. In addition, Webb Scarlett deVlam created a secondary endorser device featuring a contemporized version of Joseph Bilinski's cameo illustration. This illustration appears as a compact, credible statement of origin, endorsing every pack Bilinski's produces.

For presentation, the designers used thermo-formed trays with a fully printed peel-off seal. The trays provide a bigger, non-crinkled billboard. The strategically placed windows help show off the delicious meat products.

The overall intention of Webb Scarlett deVlam's packaging proposal is that of a premium quality product that has all the appetite appeal, all the natural food credentials, and a flexible and relevant graphic regime to compete with similar premium, refrigerated meat products.

The design team at Webb Scarlett deVlam built brand equities with common brand elements in a system that can be easily adapted to any application. The two logos—now very similar—succeed with a contemporary banner treatment and distinctive type treatment. Thermo-formed trays with a fully printed peal-off seal provide a bigger, non-crinkled billboard.