AL FRESCO CHICKEN SAUSAGE
PACKAGE REFRESH AND DESIGN EXTENSION | KAYEM FOODS
al fresco is a leader in the chicken sausage category known for its great taste and clean ingredient profile. To reinvigorate the brand and prepare for future innovations, LAM partnered with al fresco to update packaging, starting with their base line of products. Our solution offers a more contemporary expression and amplifies the brand’s simply good attributes. We achieved this by reducing clutter and modernizing the brand’s color palette. We also introduced the sun icon to the back film to convey a healthy feeling. To remain recognizable and easy to shop, we retained the package architecture and flavor colors and now the brand commands attention at shelf.
We then focused our attention on a new sub-line, Chicken Nights Faster. To increase perceived value, a shift was made in positioning from “eat better” to “it’s chicken, only better” to convey a faster, easier meal preparation. The line includes consumer favorites like Taco Night, Pasta Night, etc. Our packaging evolves the newly established al fresco base business design system to make news of the sub-brand name. Each variety uses appetizing photography and product names to inspire recipe ideas. We focused claims on news for the brand: no antibiotics and individually sealed.