Mt Barker Chicken
Mt Barker Chicken packaging
For Mt Barker Chicken, packaging is the most immediate touchpoint between company and consumer. It influences purchasing decisions and is the most immediate means of communicating the brand values.
The Brief
Moving to new, state-of-the-art packaging not only allowed Mt Barker to increase the shelf life of the product, but also afforded an opportunity to revisit the packaging of the core range of their product. The new technology allowed us to print directly onto the plastic seal, giving us new unlimited options as to where to print on the pack. The new pack reinforces the fresh, organic feel of the product, further setting it apart from its competitors.
This range of packaging used at the top of the packs design elements synonymous with the brand, such as the logo over the sun-ray graphics. To show the quality of this product we chose to give the packaging a wooden textured base and use a script-based font to casually direct attention to its healthy credentials. We then left a large window, over which we were able to include text while still allowing the customer to see the product. The top and bottom panels were visually linked by a strip of green grass and chicken illustrations.
The presentation has been very well received in the market, where it is now established as the leading premium chicken brand. Many leading restaurants proudly feature 'Mt Barker free-range chicken' on their menus, a testament to the strength of the brand, as embodied in the packaging.
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