Creative Agency: Curious Design
Senior Designer: Monique Robins
Re-touching: Curtis Walker
Illustration: Trevor Powell
Project Type: Produced, Commercial Work
Location: Auckland, New Zealand
Packaging Contents: Chicken
Packaging Substrate / Materials: Plastic, Cardboard
Printing Process: Flexographic, Offset
Guilt free design
Curious was commissioned by Brink’s to revitalise their Free Range chicken packaging portfolio of products. The challenge was to create an engaging and inspiring visual story that reflected Brink’s commitment to bringing an honest, ethical and transparent approach to their business.
Being such an emotive subject, our client felt that it was essential that we meet one of the actual farmers and experience the healthy outdoor environment that the chickens are reared in. So before any form of design strategy took place, we visited a dedicated farm in the Waikato region. This allowed us to see for ourselves the care and attention that is invested in the process-and ultimately it contributed in helping us create a totally authentic design.
The free roaming birds, lush green landscape and back to basics attitude all became key components to the new packaging-allowing us to create an evocative hero image that reflected all of those elements. The supporting graphics and typography on the packaging were then deliberately kept very clean, simple and contemporary to reflect the honesty that Brink’s prides itself on.
Finally, but equally importantly, our client has also taken an ethical stand on the environmental front. All of their trays are now created by Plantic-which means that they are sustainable, renewable and recyclable. A further initiative by Brink’s to meet their ‘best practice’ commitment.
Obviously the new packaging has really made an impression with the consumers, as the sales of Brink’s Free Range chicken has doubled since being launched.
“Nigel and the team at Curious helped us to reinvigorate our free range chicken packaging. Their packaging knowledge and connection to our consumers was second to none. They really delved into our business to understand how the complex world of poultry works. Curious helped us from start to finish, worked within our budget and listened to our needs. The great thing about Curious is if they felt it wasn’t going to work they wouldn’t be afraid to tell and to push us. They worked extremely well with some of our suppliers (some saying it was the best proofs they had ever received). The end result is something that the whole team at Brink’s is very proud of and we know the new packaging has worked!” – Courtney Pomare, Brink’s marketing manager
All of their trays are now created by Plantic – which means that they are sustainable, renewable and recyclable. A further initiative by Brink’s to meet their ‘best practice’ commitment.