American Roland Bruschetta

Derrick Lin


Designed by Murray Brand Communications, United States.

Seeking to convey the fresh, delicious and authentically Italian origins of its newest product line, American Roland hired Murray Brand Communications to design the packaging for its portfolio of bruschetta products. Leveraging design mandatories including Roland’s swipe and brand-mark, Murray Brand designers created a range of distinctly different first-round concepts that positioned the product as a delicious appetizer, a product made from only the highest quality ingredients or a product of authentic Tuscan origins. After the serving suggestion direction was selected, minimally-styled photography was shot to focus the shopper’s attention on the rewarding taste experience to be enjoyed. Flavor color coding, a trust-mark and abbreviated ingredient statements were then carefully staged to support the hero image and avoid overwhelming it with copy.

First-Round Concepts
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