La Terra FinaTM makes fresh, high-quality food products for retail and club grocery store chains. Made fresh daily in their USDA-inspected plant, La Terra FinaTM’s brand stands for freshness, flavor and quality. Among their many products is a line of fresh dips. The existing packaging design didn’t reflect the brand’s attributes as well as it could. They needed a packaging design company that could reposition the product, so La Terra FinaTM called on us.
In our BRAND ILLUMINATIONTM session with the client, we examined the different varieties of dips within the product line. Although they each have different ingredients and tastes, they look very similar. Therefore, we recommended a visual emphasis of the key ingredients for each variety of dip.
In our design exploration, we used the same typeface and design elements for each variety to establish consistency. However, we did change the color and photography to allow the consumer to easily distinguish between the different varieties. After presenting the design comps, we scheduled a photo shoot.
In the photo shoot, we art directed a plate with an ensemble of fresh ingredients for each variety. One shot accentuated spinach, artichokes and Parmesan cheese. Another shot featured artichokes with jalapenos. We photographed each ensemble to allow maximum versatility for use not only in packaging but also in web sites, trade show displays, sales collateral, and so forth.
The resulting packaging design boldly proclaims the brand’s attributes of freshness, flavor and quality, while establishing a cohesive and identifiable product line.