Boxer & Co Announce A Rebrand Of The Always Fresh Brand

  • AlwaysFresh_8
  • AlwaysFresh_7
  • AlwaysFresh_3
  • AlwaysFresh_1
1 / 4
Gwen Blake
By Gwen Blake
SHARE
THIS



Boxer &am Co. were briefed to revitalise the Always Fresh Brand and its 100+ strong range of packs and imbue it with excitement and emotional engagement.

The old design was black and white and had been replicated by several other brands. As research confirmed, the shelf was dark, dingy and confusing. There was limited emotional connection or relevance and a real need to brighten & lighten the Aisle.

All of Always Fresh’s product is made in The Mediterranean. In a time when provenance & brand story is translating to a new premium, it felt right to bring to life the abundance and authenticity of the region on the new packaging design. Since ancient times, The Mediterranean has been a region known for its farms, markets and providores… bursting with nature’s bounty.

Gwen Blake, managing director, Boxer & Co said: “There is a genuine connectivity story to tell about The Mediterranean. There, food stands for connecting with friends and family and bringing together the right mix of people for a special time. Traits that the Always Fresh brand was keen to embody.”

Mark Haygarth, creative director, Boxer & Co. “When ranged together on shelf, the packs combine to give a bountiful vibrancy of colour, food and tiles, reminiscent of the Mediterranean.”

The Always Fresh target market is broad and transcends lifestages, but is united by a passion for good food. The strategic positioning ‘The Good Life’ was arrived at the design stemmed from this joy of delicious food and sharing it with the people you love.

The final design centres around a carefully crafted circular logo, the top half of which houses wood-carving style illustrations of a Mediterranean landscape, depicting the story of provenance. The bottom half features an olive picker which drives home the hand-crafted nature of the product and the lid seal device gives artisan cues. EST 1977 portrays the element of heritage that the brand should rightly own. The Always Fresh brand mark is bold and white and sits proudly in the centre of the logo, ensuring stand-out and memorability. The logo brings over a small amount of equity from the previous logo in its black, white and gold colouring.

Around the logo, four images form a quadrant, which takes its inspiration from colourful tiles found frequently in the Mediterranean. The four pictures follow the same pattern on every pack; a coloured tile pattern, a Mediterranean landscape, a macro piece of detail from the region, like a door, a window or a serving suggestion. The bottom right quarter is an image of the product, shot in a relaxed and fresh style and overlapping the logo to bring modernity and dimension to the design.

 

Please login with linkedin to comment

STW Group

Latest News

Chris Howatson’s Next Move Revealed
  • Advertising

Chris Howatson’s Next Move Revealed

B&T can confirm departing CHEP CEO Chris Howatson's next move here. Not that he's actually confirmed it to us.

Recommended

by B&T Magazine

B&T Magazine
Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead
  • Campaigns

Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead

New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency
  • Campaigns

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency

The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign
  • Campaigns

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign

In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast
  • Media

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast

Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]