Homemade goodness with character
Embracing diversity in tastes and the shift in consumer preference for higher better quality ingredients and premium authentic pasta sauces were key consumer drivers of purchase. The Mediterranean Garden brand was outdated and required revitalization and repositioning to attract new consumers looking for homemade goodness with an modern image.
Meet the modern family
Culturally authentic pasta sauces are unique, satisfy different tastes and are associated with family eating occasions. These key insights drove the design revitalization. Each pasta sauce is personified with a unique family member that reflects the style and premium taste of each sauce so that you can instantly make a visual connection and quickly understand the authentic and personal experience you will get from your selection. The brand logo font was selected to give a hand-made impression and the black background to reinforce premium and high quality. The stylized key ingredient illustrations further educate the consumer and make it easy to understand what’s inside.
The unique die-cut label shape was also a key differentiator; the brand name is placed in the oval platform to elevate its importance, since the brand name equity of quality and authenticity was key to preserve.
Launched in the spring of 2014, with a full range of pasta sauces, a radical redesign that that is shaking up the pasta sauce category shelf with engaging and memorable packaging designs that leverage what‘s important to pasta sauce consumers.