Parker Williams Design (a Sun Branding Solutions brand) has created the branding and packaging for a new range of fresh Italian food from pesto pioneers, Sacla’.
The Intensely Italian range—including pesto, stir-through sauces and pasta—is an exciting step from ambient to chilled, providing design agency Parker Williams with one key challenge: how to translate the essence and spirit of the brand from an ambient shelf to a chilled cabinet. A selection of positioning boards was created at the outset to establish how the brand’s personality would be communicated via its packaging. The core visual equities were then analysed and tailored to evoke an inspirational, authentic range of fresh Italian meal solutions.
Photo: Branding and packaging for Sacla’
It was important that the packaging design did not overpower the product, so simple sleeves were created to allow for maximum visibility—allowing the fresh vibrancy of the products to shine through. The central Sacla’ logo, designed to express the warmth of the sun, was developed to incorporate all the passion and energy reminiscent of Italian culture—capturing the taste and spirit of Italy in a truly distinctive Sacla’ way.
A bold yet rustic ‘terra firma’ colour palette was created to ensure the range would achieve premium standout in the chilled area. The signature ‘terra copper’ was used centrally around the logo, whilst the specially created ‘terra firma olive’ was used as the primary range colour to convey the quality of the ingredients which are “fresh from the soil and sunshine of Italy”. The secondary “jewel” colour palette was devised to help customer navigation with strong accents that punch out from the surrounding earthy brand tones. In addition a graphic typographic background was created which further helps to capture the authenticity at the heart of the brand.
Clare Blampied of Sacla’ in the UK commented, “We are extremely excited about these new products, which we believe will transform ‘tonight’s dinner’. Sacla’ already has a really strong presence in the ambient aisles but we wanted to pack the same punch in chilled. The designs that Parker Williams came up with not only capture the true spirit of the brand, but present it in a way that we hope will inspire and delight food lovers ever.»