Packaging Design Firm Voicebox partnered with Pacific Foods, leading producer of organic soups, broths and plant-based beverages, to refresh the brand’s packaging to celebrate the superior quality and holistic simplicity of its products and ingredients.
Voicebox’s design brings vitality, freshness and consistency across Pacific Foods’ extensive collection of stocks, broths, soups and eight varieties of plant-based beverages, making it easy for consumers to quickly identify a Pacific product and its attributes in any aisle.
A pioneer in revolutionary packaging that brought Tetra Pak cartons to the broth category, Pacific’s new look transforms the carton into a natural backdrop in the form of a wooden cutting board or white rustic farmhouse plank. These simplistic backdrops allow the packaging to effectively communicate each product’s whole food ingredients, nutritional benefits and flavour.
“Pacific has so many positive attributes that one could easily fill up the entire package,” said Jacques Rossouw, Creative Director for Voicebox. “We help brands identify the messaging hierarchy that is most important and present it in a way that allows consumers to quickly identify the brand, the individual product and the qualities of both.”
Pacific’s broths and soups are bursting with flavour and its new packaging draws in consumers through rich visuals that depict warmth, satiation and appetite appeal. Garnishes add colour to Pacific’s hearty bowls of soup and steaming broths.
Each product’s raw ingredients are naturally featured on a wooden cutting board, evoking cooking aromas and flavours from one’s own kitchen. The overall result is a clean, wholesome look that captures the flavours and pure ingredients of Pacific products in an easy-to-spot-and-shop package that now clearly indicates calorie, protein and other dietary features such as gluten-free, vegetarian and vegan when applicable.
Voicebox made a bold recommendation for Pacific’s line of plant-based beverages to make the product’s ingredients the focal point rather than the beverage itself. Ingredients such as coconut, almonds, oats and hemp seeds capture the consumer’s attention and emphasise Pacific’s dedication to responsibly and carefully sourced premium ingredients. Soft pastel colour blocks are placed in the middle, upper portion of the containers to further simplify the product selection process by including all key information such as product type and dietary considerations including organic, non-gmo, vegetarian and vegan in one location.
Given Pacific Foods’ innovative nature, an important component of the redesign is the development of a packaging brand book. Through its partnership, Voicebox is creating brand standards that enable Pacific to easily apply the design system of font styles, communication hierarchy, package architecture, and brand blocking to all new products and line extensions.
“We chose Voicebox as our partner because of its proven expertise in the natural foods industry and ability to create effective design systems that stand out on the shelf. We’re really happy with the results,” said Kevin Tisdale, Pacific Foods’ vice president of marketing.
As part of the rebrand, Voicebox also updated Pacific’s logotype and added “Foods” to the emblem to reinforce its position as a food company. Additionally, the side panel of the packaging communicates Pacific’s mission to nourish every body, including communities and the environment, as well as its dedication to producing the highest quality products from carefully sourced, premium, simple ingredients.
The new look will be revealed in March at Natural Products Expo West (Booth #1937), and is scheduled to hit shelves in summer 2018.