Pictsweet Farms Packaging
I started my time at The Pictsweet Company in the midst of a packaging redesign. An outside design firm created the new Pictsweet Farms brand and design. Over the years, I undertook multiple packaging revisions across 11 segments at the request of Pictsweet's Marketing Committee. I also helped develop new designs for new product segments.
Packaging redesigns
Non-Steam Packaging
The initial focus for the redesign was to highlight our farm image as well as continue to claim the color "Pictsweet Red" in the frozen vegetable category.
As time progressed, it became apparent that both the brand logo and product name were too small for consumers when shopping in a frozen aisle. We still kept the "red stripe" for consumer recognizability, but minimalized its importance to highlight the logo and product name.
As time progressed, it became apparent that both the brand logo and product name were too small for consumers when shopping in a frozen aisle. We still kept the "red stripe" for consumer recognizability, but minimalized its importance to highlight the logo and product name.
Steam Packaging
Our steam items were originally placed into the same packaging as non-steam items with only a small "Steam in the bag" ribbon on the bottom right. This proved to be a problem for previous customers who could no longer identify Pictsweet's previously established Steam'ables brand.
To fix the issue, the bag design was completely reworked, bringing back the Steam'ables logo as well as the previously used red shield. This made for a much for recognizable package and an easier shopping experience for the consumer.
To fix the issue, the bag design was completely reworked, bringing back the Steam'ables logo as well as the previously used red shield. This made for a much for recognizable package and an easier shopping experience for the consumer.
Clear Packaging
At the beginning of the redesign, it was established that all types of packaging would feature the new Pictsweet farm scene. On clear packaging, a red filter was placed on top. While this looked interesting on screen, printed film oftentimes looked much more pink than "Pictsweet Red."
To solve the issue, the label was simplified, bringing the Steam'ables red shield onto the front panel. As a bonus, this allowed for much more room to enlarge the product name for easier consumer shopping.
To solve the issue, the label was simplified, bringing the Steam'ables red shield onto the front panel. As a bonus, this allowed for much more room to enlarge the product name for easier consumer shopping.
New Packaging Designs
With product and package innovation at the forefront of The Pictsweet Company's goals, several new product lines have been developed in the last three years. Thus, the "black bag design" was born. This front panel design not only highlights "Pictsweet Red," but allows our stunning product photography to truly pop on the black background. This package clearly stands out on a stroll down the frozen vegetable aisle.