Rubashkin's AgriProcessors
2006 ReBrand 100 Winners > notableIndustry: Food - Below: Before Image, Rebrand Images, Summary, Credits Summary: Challenge - Aaron's Best Glatt Kosher packaging was dated and lacked a clear brand identity. Inconsistent design and type fonts, plus lack of color made Aaron's Best quality products look boring and ordinary at point-of-sale. In addition consumers complained that product selection was often confusing because of the black background used on all beef - chicken - turkey and beef & poultry blended products. Strategy - In order to maintain years of brand equity the client requested that Creative Source Group keep the existing Aaron's Best logo. For consistent placement of product names CSG created a decorative ribbon, then positioned it below or to the side of the logo. Easy to read Baskerville bold italic was selected as the standard font. The black background was retained then enhanced with a second color to make consumer selection easy. BLUE for beef - PURPLE for chicken - GREEN for turkey - and BLACK for beef and poultry blends. Packaging graphic standards were established to ensure consistent brand identity for line extensions and new products. Result - Aaron's Best re-branding has been extremely well received by retailers and consumers. Sale of fresh tray pack chicken alone has increased more than 25% since the introduction of the new packaging. Credits: Client: Rubashkin's AgriProcessors - www.rubashkins.com Creative Firm: Creative Source Group - www.csgkc.com Senior Graphic Designer: Brent Kallenbach [back] |
