LFH makes a Big One
24 November 2009 | By Popsop Team
Brand design agency LFH has redesigned the packaging for leading Norwegian pizza brand, The Big One. The redesign comes at the same time as brand-owner Stabburet has taken the opportunity to improve the crust substantially and enhance the recipe with better quality ingredients.
The agency has revised the design to communicate a more contemporary American theme, with each of the four variants featuring the skyline of a famous American city – New York, Chicago, Seattle and San Francisco.
LFH has colour-coded the packaging to give the brand the vibrancy and energy of American city life, and to give each variant its own personality. The dark blue background was retained as a key brand colour to increase standout and act as a beacon for consumer recognition.
The brand marque has been subtly modified to make it more contemporary, in line with the new positioning, whilst still recognisable to existing consumers.
With four variants – Classic, Double Pepperoni, Triple Cheese and American Bacon – Stabburet has enhanced the product offering, improving the crust and using better quality ingredients. These changes are a fundamental aspect of the new design – and are highlighted by the introduction of a green arrow to draw consumers’ attention to the enhancements. Variant descriptors have been put into American eatery neon signs to give greater authenticity.
The tone of voice is now of a brand that is confident using imagery to showcase the pizzas and portray them as appetising and delicious. The new design remains recognisable to loyal, core consumers, whilst aiming to attract new consumers.
Popsop.com
Tags: food, pizza
