The backyard BBQ is a fixture in almost every U.S. home. Everyone has their own way of grilling meats and veggies. Some chefs prefer gas; yet others enjoy the flavor of Mesquite. But an increasing number opt for the savory flavors of the smoker.
What if you could combine the best of both—grill and smoke at the same time? Made in Denmark, our client’s trays contain a mix of beech-wood dust and spices. When heated, the tray emits flavored smoke. But packaging that sold in Denmark did not sell here. The product line had to be re-made for the States.
New and old packaging.
The challenge to the team at MOI was to create packaging that was appropriate to the target consumer: males 25-55, who dominate the grilling demographic. The product line had to show flavor components, and work in modular display configurations.
In strategizing the makeover, we proposed using a sleeve instead of a label. This provided the product with a “billboard.” A logo was designed to indicate product use. Iconic graphics conveyed product qualities, and windows showed the mixes. Modular POS structures enabled the line to fit into the deli section of grocery stores as well as hardware store grilling departments.
Positioned with the statements: “Fast & easy smoking for gas or charcoal grills” and “Gourmet smoke for any dish,” the products arrived stateside in time for the peak-grilling season.
In 1860, Mohammad Zalatimo opened a pastry shop in Jerusalem, not far from the Church of the Holy Sepulchre. The shop made favorite middle-eastern sweets like Mamul, Baklava, Barazik and Greibeh.
Four generations later, the Zalatimo family sought out MOI (Mark Oliver, Inc.) to prepare the brand for entry to the U.S. market. The unique selling proposition was simple: Old World sweets come to America. The finest locally-sourced natural ingredients, no artificial ingredients or preservatives, and every single one of the sweets handmade. The target was natural and specialty food consumers.
The objective of the positioning, branding and packaging was to show the artisanal qualities of the product while projecting an image of high quality using a modern design palette that would appeal to the consumer. In other words, we wanted a look not too old, not too new.
A rich burgundy matches the color of the traditional packaging used in the middle east, while modern fonts and playful cadmium yellow stripes bring attention to the package. The handmade products are featured prominently on each package and promote the appetite appeal of the sweets.
Bellwether Farms is an award-winning producer of farmstead cheeses and yogurts located in Sonoma County, California. A long-time client of our firm, they had invented a new way of crafting ricotta that brought to mind the exceptional qualities and flavors of the old-world ricottas of northern Italy.
A key component of capturing that quality was to use a special basket to allow the ricotta to drain and form properly. Removing the ricotta from the basket to package it would destroy the product’s unique qualities, so it was decided to keep the basket and vacuum form a plastic seal around it.
The large piece of stiff film necessary to form the basket’s lid presented unique challenges for packaging. The client and design team at MOI also saw an opportunity to use the basket to showcase the product. Keeping the sides open allowed the design team to create a flap that tucked in on either side, snapping into position and holding the basket firmly in place. The open sides doubled as a “window” displaying the product within the basket.
Mark Oliver, CEO of the branding firm, noted, “often the most work goes into creating simple looking yet complex structures. After a number of prototypes, this elegant solution met the criteria for showcasing the product and maintaining the long-established branding scheme, while using environmentally sensitive outer packaging materials and soy inks.”
Photo © 2011 Alan Campbell acpfoto.com