Graphic designer: Jamie Keeble
Manufacturer: The Flava People
Location: United Kingdom
Project Type: Produced
Client: YO! Sushi
Product Launch Location: United Kingdom
Packaging Contents: Cooking Sauces
Packaging Substrate / Materials: Aluminium
Printing Process: Flexography
YO! were looking for designs that really captured the vibrancy and energy of their products, while engaging and exciting consumers at-shelf. Whether you want to flex your culinary skills with a YO! classic – Hello Katsu Curry! – or liven up a less than exciting stir-fry with some new flavours, the new range breaks down the barriers to cooking Japanese dishes and brings YO!’s fun, fast and fresh experience home for the very first time. It was important that the new packaging reflected this accessible positioning of the products whilst maintaining the brands premium image. The new packaging needed to have real stand-out shelf presence in a competitive area of the store, and clearly communicate the features and benefits of the products in order to convert potential customers quickly at shelf.
The previous designs of this range were in a printed transparent substrate which diluted the colours used and was challenging to achieve a fully opaque finish on the ‘bright white’ colour integral to the design, giving the product an overall disappointing final visual impact.
Moving the product into a fully opaque aluminium substrate allowed the colours to be much more vibrant on pack and improves the overall visual impact of the product significantly.
As shoppers in this fixture at supermarkets make quick purchase choices, the real challenge was to grab their attention whilst giving the consumer all the relevant information to make a decision. Using a bold type face to showcase the flavours of the products, with a clear secondary descriptor to explain how to use the product, helps to break down the barriers to Japanese cooking on-shelf and convert the consumer to trial these flavoursome Japanese dishes.
Simple and easy to follow icons give quick information to help consumers understand how to use the product, further building on the accessible positioning of the product and increasing consumer confidence to purchase and trial.
I used a pattern matt varnish leaving the plate of food and the YO! brand with the natural gloss of the aluminium, thus allowing for an extra high-end feel to this fixture in retail synonymous with the premium.