Pitango Brand Rejuvenation

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Creative Agency: Jam&Co Design Pty Ltd
Media Admin: Alan Hewson
Project Type: Produced, Commercial Work
Client: Pitango
Location: Australia

Pitango soups and ready made meals from New Zealand was acquired by new owners Beak & Johnston with a vision to not only carry on the tradition of delicious soup, but to expand its’ customer base and reach.

Jam was brought on board to re-focus and develop the existing range and extend it into new exciting world flavours. While the classic soup recipes stayed true to their origins, the brand was in need of an updated brand palette – one that embraced its heritage and reflected its organic and pure ingredients.

By enlarging and reversing the Pitango brand out of the background it created a clear link to the old, but added a more rustic texture, reflecting the quality of the products. The flavour panel makes it easier for consumers to find their favourite and entice them to try new ones.