To boost the presence of its range in multiple retailers, Birds Eye briefed Brandon to look at the packaging design, which was too disparate and needed refreshing. The team at Brandon used modern dining photography more commonly featured in the convenience chilled aisle to modernise and revitalise the range to encourage consumer trial. Birds Eye also asked Brandon to address the range architecture to create a family of products that would be easier to navigate.
A retail audit enabled Brandon to gain a thorough understanding of the category and the brand’s range. They also looked at other products, both within and outside the category, to understand design codes for quality ready prepared meals inspired by authentic country cuisines.
Mood boards allowed Brandon to explore authentic and quality cues for each country variant, including Italian, Indian and British. A simple and easy-to-navigate design resulted, with a future-proof framework that was distinctly Birds Eye and with the flexibility to differentiate between cuisines from around the world, featuring distinctive and authentic flavour and provenance cues.
Richard Taylor, Managing Partner, Brandon, says: “We needed to create a range of products that looked like they were part of the same family, while at the same time developing authentic country cues to help set apart the Italian from the Indian and British meals. We also had to stay true to the Birds Eye brand, with its long heritage and mass awareness.”
The modern dining photography conveys the quality of the products, illustrating their authenticity and tastiness. A simplified and standardised range architecture differentiates the Indian, British and Italian variants and helps the consumer absorb pack information at a glance.
Steve Conchie, Creative Director, Brandon, says: “We really focused on the attention to detail in the photography, exploring all the little elements that would dial up authenticity of the cuisine. From typography and photography to background colours, propping and placement of logo and product description. It was vital that we raised the quality cues on pack, so borrowing photography cues from chilled convenience meals was key to enticing more consumers into buying frozen ready meals from Birds Eye.”
Alessandro Solazzi, General Marketing Manager, Birds Eye, says: “The new design has refreshed the look of our range of frozen ready meals, bringing it up to date and ready to compete with the convenience chilled sector. It also enables consumers to quickly understand the quality and authenticity of the range.”