When I was a partner in the Thumbnail Creative Group we created the branding for Que Pasa's line of snack chips. Some years later they came to me to rebrand their dinner entre packaging for distribution in Costco. They were sold shortly after we launched the enchilada packaging and as Nature's Path follows a vegetarian philosophy the dinner entres were discontinued.
The concept was to take the viewer from harvest, to market, to kitchen. If all three bags were lined up the illustration created a complete tryptech. My part in the project was primarily as art director and account executive. I worked with an illustrator out of California. As well I handled much of the production, including up areas of the illustration that needed to be opened up to counter the printing process.
Unfortunately I did not get professional shots of the new entre packaging. I had hoped to do all four when they were completed. But I think you can get the idea from these before and after shots of the enchilada package.
I moved the client away from showing the full entre because they had little control over how it was shipped and shelved so sometimes the contents would get pretty sloppy. I wanted the consumer to see what the entre would look like when it was served up for dinner. A far more appetizing look. I brought in some authentic Talavera pottery from Mexico and hired Joe Borelli to photograph it. He did an awesome job, as did his stylist. Que Pasa wanted to maintain their traditional orange background so I made sure the pottery had colours that complimented it. I then added a red banner across the top with the tagline "from our kitchen to your table". I chose a unique font that would help the package stand out and had a slightly fancy feel.
The results were outstanding. Two weeks after they launched the DIrector of Marketing sent me an email that sales had jumped 70%
Proof positive of the power of packaging!