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

Paragraph Inc., Philadelphia, Pa.

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

People eat with their eyes, so packaging has to whet the appetite," says Dean Kline, copy director for Paragraph. Kline emphasizes the significant psychological and marketing components that underpin the Bilinski design team's creative rationale.

"We started by thinking about consumers' perceived product value and price point—the two didn't jive for us," notes Bob Aretz, principal and creative director. "Unless you got a chance to taste Bilinski products, you wouldn't realize its quality or the reason for the $30 price tag on a given product selection," Aretz adds.

The Paragraph design team sought to attract different audiences to a quality product and create a consistent high-quality brand experience by redesigning what had been visually disjointed packaging. And by donning its collective thinking cap, the Paragraph team worked to separate the traditional from the organic line of Bilinski meats, while simultaneously combining the lines with consistent visual brand appeal.

The team likewise created a tactile experience for the health and aesthetically conscious buyer. For instance, packages that invite with their displays of premium papers and materials—a leather strap on the kielbasa, wire mesh on the chicken sausage, and a metal grommet on the frankfurters. These elements have the aim of conveying high product worth realized through touch.

"We wanted to create distinction," Aretz adds. And, at the same time, the design boosts each product's perceived value, advancing the opportunities to cross-sell multiple products to more than one customer.

The Paragraph team reinvented the Bilinski brand experience to attract different audiences with a consistent, high-end, quality design. Further enticing buyers are tactile elements—a leather strap on the kielbasa, wire mesh on the chicken sausage, and a metal grommet on the frankfurters.