The frozen foods giant has subtly redesigned its logo, which is part of ‘The Food of Life’ advertising campaign launched in March.
Brand owner Iglo Group said the European brand relaunch was aimed at changing the view of frozen food from ‘fall back’ to ‘first choice’.
Designed by JKR, Iglo said the redesign aims to “bring greater warmth and personality” to the brand’s portfolio. Birds Eye said the new logo, designed by JKR, took into account its increased focus on digital marketing and e-commerce, and so has a ‘clean and advanced look’, ditching its multi-coloured outline in favour of a sleeker one.
The Birds Eye logo has been paired back with a clean and advanced-style look that lends itself to being viewed on-screen – a key consideration given the brand’s increased focus on digital marketing and e-commerce.The new packaging features the logo centre of pack to ensure clear standout on shelf – and as a symbol of the brand’s commitment to the highest standards of quality.
Birds Eye general marketing manager Cheryl Calverley said: “Our new packaging completes the update to our master brand and reflects our popular ‘The Food of Life’ campaign. The refreshed packaging will help our products stand out on the shelves as well as delivering in increasingly important digital environments.”
Martin Francis, design director at JKR, told Packaging News the agency made a conscious decision with the food photography to avoid cliched, generic photoshopped imagery of fields and ocean scenes often used in the category, in favour of appetising meals in real life situations, presented as they would be at home.
“Part of the design challenge was to create a simple brand architecture that would work across a huge portfolio of products creating a recognisable cohesive look, whilst still having the flexibility to distinguish between sub ranges. The new design brings the brand to the fore, whilst allowing a clear architecture to communicate range and flavour.”
Source: Packaging News