Looking to refresh its six-year-old retail packaging, Foster Farms teamed with Murray Brand Communications to update the look of its turkey and chicken franks line. Comprised of 10 SKUs, the new design was developed to support the brand's value offering from a trusted brand positioning, communicate high quality franks for which consumers are willing to pay more and overtly callout no added steroids, high quality meat, 7grams of protein, and locally produced.
To accomplish the client's branding objectives, Murray Brand designers developed a range of evolutionary new layouts leveraging Foster Farms' new logo as well as design cues from the fresh whole turkey packaging also designed by the Murray Brand team. What's more, to ensure consumers still recognized the base visual signature of the sub-brand, the iconic arching swoosh that was used on prior generations of packaging was reworked into a simple rectangle to contain key product information.
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