A great deal of familiar branding techniques can be found within the visual scheme of Pereg packaging which help it to be considered as a product with great integrity of food quality and preparation. Two fairly contemporary design decisions are paired with the conventional meal photography to round out a line of pre-made grain-rich dishes targeted at health-conscious consumers with cultured taste buds.
Firstly, Squat Design's use of textured brown cardboard communicates an earthiness which promotes imagery of freshly grown and harvested crops. Secondly, the casual handwritten style of typeface chosen for all of the text on each box suggests a personal touch and care that went into the production of the dishes. This is what's particularly appealing about Pereg packaging because it strives to be considered as healthy and comforting as a home-cooked meal -- a quality that most prepared meal products cannot convey.
Key Themes Behind This Trend
- Earthiness Packaging
- Using textured brown cardboard in packaging design to communicate an earthiness, promoting the imagery of freshly grown and harvested crops.
- Handwritten Typeface
- Utilizing a casual handwritten style of typeface in packaging design to suggest a personal touch and care that went into the production of the dishes.
- Healthy Home-cooked Feel
- Striving to convey the perception of being as healthy and comforting as a home-cooked meal in prepared meal packaging.
Where This Applies
- Food Packaging
- Opportunity for food packaging companies to explore the use of textured brown cardboard and handwritten typeface to communicate the natural and personal aspects of the product.
- Health Food
- Potential for health food companies to emphasize the healthy and comforting attributes of their products, aligning with the desire for a home-cooked meal experience.
- Prepared Meal
- Disruptive innovation opportunity for prepared meal companies to incorporate earthiness and personal touch in their packaging, distinguishing themselves from competitors and attracting health-conscious consumers.
