THE BOLD BUTCHER

BRAND INVENTION | KRAFT HEINZ

Kraft Heinz developed a new line of cold cuts called “The Bold Butcher” to appeal to consumers seeking a premium alternative to competitive brands. With little more than the brand name, LAM created packaging that “wows” and disrupts the crowded category. The centerpiece of our design solution is the black bullseye which contains an iconic butcher knife-inspired logo and product flavor names. Ingredient imagery frames the brand identity and creates a crafted, authentic vibe that also visualizes flavor boldness. To showcase the encrusted seasoning baked into the deli meats, we created a clear window at the bottom.