Fresh Express
- Fresh Express created the first artisan-style, seasonal salad blend, and conjured up a mixed-materials bag to put it in. That earth-and-taste-bud-friendly combination created a need for a new visual ethos to credibly express the benefits of this new line. Our approach dialed down the brand and moved the color palette toward more natural tones. The result is packaging that looks like it came straight from the farm to the table.
BRAND CONSULTING, NAMING, PACKAGING DESIGN, COPY WRITING, PRINT CONSULTING - Following a full-line redesign covering more than 100 skus and thousands of design decisions, these two salad mixes became the best-selling items in all of grocery, grabbing the top 2 positions of fiscal 2005. Of course, it takes more than packaging graphics and appetite appeal to sell a salad, but we’re very pleased to have been a part of the team that moved this product to the top of the heap.
BRAND REFRESH, PACKAGING DESIGN, FLAVOR EXTENSIONS, PRINT ENGINEERING - Packaged for take-out straight from the supermarket shelf, these salad combos include everything needed for a sensible lunch: chopped salad, sliced meats, salad dressing, and croutons, too. To maximize appetite appeal and demonstrate product freshness, we created a slim, deli-fresh, butcher-paper labeling system organized like a menu board , reinforcing the idea of a Gourmet Café that can deliver a complete meal straight off the shelf.
PACKAGING REFRESH, FLAVOR SYSTEM, FLAVOR EXTENSIONS, PRINT CONSULTING - Recognizing an opportunity to partner with retailers to offer their customers the widest choice of products, Fresh Express commissioned McLean Design to help visualize what an entire aisle of company products would look like, and how a new section of dressings and ingredients might help complete the picture. Our in-house rendering capabilities helped capture the essence and position FEX as a brand that consistently brings new ideas to the table.
CONCEPTUAL DEVELOPMENT, MERCHANDISING, ENVIRONMENTAL DESIGN, RENDERING