Branding, Packaging design
Client — Genoa Foods, Melbourne
Genoa Foods are processors and suppliers of quality nuts, dried fruits and beans, supplying bulk and retail ready packs to Australian supermarkets, independent green-grocers, delicatessens and specialist nut stores.
The project was a packaging-led brand refresh for Genoa Foods who were looking to modernise and strengthen their brand offering in a very competitive and commoditised marketplace. The design was influenced by aspects of Italian farm-grown authenticity and heritage in a contemporary way. There’s an emphasis on ‘cultivation’ and ‘harvesting’ of authentic food products but also a nod to origins and tradition with the weathering of the pack and imagery.
Must appeal to young millennial ‘independent’ buyers all the way up to above-average income + ageing baby boomers.
‘Authentic Produce’ — Demonstrating heritage, authenticity and cultivation.