As you walk through the soup, sauce and bean aisles of the grocery store, it might occur to you that brand identity design in this area looks several decades behind the times. Feldthusen packaging would certainly stand out as a freshly developed graphic approach, making its products far more appealing.
This notion of freshness is communicated through the crisp white background and the presentation of clean photographs of the vegetables inside. The consumer might be buying canned edibles, but the idea of acquiring newly picked and unprocessed goods is certainly one that will sell with more success.
The mousegraphics approach to Feldthusen packaging also included the development of a custom typeface. Inspired by News Gothic MT, the lettering is loose and seemingly handwritten to establish an enticing personalized image.
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