PRICE*S PIMIENTO CHEESE

An original recipe perfected by Mildred price in the 1950s, Price*s Pimiento cheese spread quickly became a Southern favorite. With competition increasing, a desire to launch a  complementary, zesty recipe, and a growing discomfort of knowing that the label actually hid the product, the exciting opportunity to deliver a rejuvenated look was ripe.

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DESIGN DETAIL

A narrower label was introduced to provide ample space on either side for the signature recipe to do some advertising as well. Maintaining the well-known primary red and employing subtle refinements to the logo ensures brand recognition while a modern typeface in a structured format delivers optimal clarity and easy navigation on pack.

A flood of black enhances the premium look for the new Southern Style range. A scripted typeface and limited color use provide clear differentiation, but continuity with the original packaging. 

The launch of the new packages have initiated a renewed interest and awareness in Price*s and that feels as good to this designer's soul as this one-of-a-kind, soulful spread tastes.

Additional Team Players:
Creative Director: Brady Bone
Account Director: Nanda Prashad
Agency: Team Creatif USA
Client: Bel Groupe USA


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ORIGINAL PACKAGING

•Current design is too industrial
•No flare or personality
•Should communicate high quality, family recipe
•Must see product/texture


ALTERNATE DESIGNS CONSIDERED:

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