grocery store | Mark Oliver, Inc.

Galasso’s Bakery
Strategy, Branding, Packaging Design, Production Superivison (PDF)

Well bread packaging.

Founded in 1968, Galasso’s Bakery began as a family-run business. Over the years, the company had grown from a single delicatessen into a full-line bakery of 110,000 square feet with 6 production lines providing baked goods to more than 3,000 wholesale customers throughout the west. But nothing was under their own name.

Sensing that it was time to capitalize on their years of experience, they decided to start their own line of breads. MOI (Mark Oliver, Inc.) was tapped to refresh the trademark and create new packaging. After completing a marketplace audit, strategizing product positioning, and with the client leaning towards a modernist aesthetic, the design team proposed a bold, clean, and decidedly uncluttered format that would stand out in the crowded baked goods set.

Colors overlaid with matte varnishes, combined with the package’s evocative sans serif fonts, geometric grid, and large window showcase the breads, creating a strong branding platform and identity lockup for the line of 8 SKUs. Application of the new identity was also applied to delivery vehicles, corporate identity materials, trade show materials, and collateral.

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.

A packaging design and branding agency

Tag Archives: grocery store

Well bread packaging.

American grilling meets Danish smoke.