Agency: Murray Brand Communications, Inc.
Photography: Steven Underwood Photography
Project Type: Produced, Commercial Work
Location: San Francisco, CA USA
Packaging Contents: Poultry Packaging Design
Targeting small restaurant owners who shop club stores for their supplies, Murray Brand Communications designed two new packaging formats for Pilgrims’ line of frozen, heat-and-eat products. The new design, especially that used for the bag, was also developed to attract end-using consumers seeking party food that’s easy to prepare and fun to share.
Along with its rich color palette and graphic treatments designed to express a flavorful and rewarding taste experience, the new design conveys a feeling of just-served bar food through its use of food styling and lighting commonly found in neighborhood pubs. To further reinforce the ‘”pub grub” theme, product was staged on gingham paper and placed in a basket with dipping sauce and a garnish to attract shoppers, seeking to enjoy at home, the foods of their favorite bistro.
The color palette is unique to the category as is the “pub-style” serving suggestion photography.