Brandon Consultants has redesigned the packaging and identity for Birds Eye Inspirations. Brandon's design uses mouth-watering images of food on the front of pack, inspired by the editorial style of food photography currently seen in food and lifestyle publications.
Brandon's work moves away from the rest of the frozen fish category, strengthens the brand and creates an iconic logotype icon reminiscent of restaurant signage to communicate the premium quality of the product.
Everyday Luxury
Colorful lifestyle images of fresh food dominate the front of pack and highlight the premium nature of the Inspirations range, helping it stand out from its competitors, where the prevailing packaging is often too black and difficult to see through a frosty freezer cabinet window.
The team took the bold step of making the Inspirations logo more prominent than the Birds Eye logo, to encourage sub-brand recognition. The new logotype icon elevates the brand from the core product range, communicating the everyday luxury that Inspirations brings to the table.
"Packaging design within the premium frozen fish category was all beginning to look like wallpaper, with every brand opting for full-on black packaging to create a premium feel. As a result, no one brand was standing out," explained Steve Conchie, Creative Director, Brandon. "The bright editorial style food photography taken from the fresh ready meals sector gives Inspirations cut through. Our design makes it simpler to both decode the premium nature of the product with plenty of quality craft cues, but also for shoppers to find what they are looking for at speed, by promoting the product benefits for each of the various ranges within Inspirations.
"Our creative concept was to show people that Inspirations would provide a dining out experience at home, but without the hassle of a long drawn out cooking process for something that little bit different to the norm."
The new identity and packaging design is being rolled out now, with the first two SKUs, Chunky Cod Fillet in Golden Batter and Basa Fillets in Sea Salt and Malt Vinegar, launching this month.