Brilliant Beginnings

Agency: Murray Brand Communications
Type of work: Commercial work
Country: United States

Murray Brand Communications teamed with Basic American Foods to design a new packaging system targeting food service professionals seeking exceptional culinary results from step-saving dry ingredients. To convey the brand’s core positioning – a base product requiring only a chef’s special ingredients and personal creativity – Murray Brand’s team prominently staged the Brilliant Beginnings brandmark, “Recipe Ready” product descriptor and a limited list of value propositions. To further connect with the brand’s target audience, photography of expert chefs plating artfully styled food is presented with a “Kern Dried” trust mark. These additional graphic elements reinforce BAF’s positioning and the exceptional results to be achieved.