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Genoa Foods

Branding, Packaging design
Client — Genoa Foods, Melbourne


Product packaging.

Product packaging.

 

THE BRIEF

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.

 

Different packs.

Different packs.

 

DEMOGRAPHIC

Must appeal to young millennial ‘independent’ buyers all the way up to above-average income + ageing baby boomers.

 

CORE CONCEPT

‘Authentic Produce’ — Demonstrating heritage, authenticity and cultivation.

 

Promotional flyer.

Promotional flyer.

Brandmark.

Brandmark.

Business Cards.

Business Cards.

Delivery Van decals.

Delivery Van decals.

Tote bag.

Tote bag.

Brand guidelines.

Brand guidelines.