FMCG food packaging design for vegetarian ready meal.

Involvement

• Brand identity
• Ideation
• Packaging design

FMCG Food packaging design and brand creation for Birds Eye – Veggie Power. A vegetarian ready meal offering a healthy alternative to pasta. Veggie Power provides consumers with a quick solution to adding more goodness to their mealtimes.

The design challenge

Birds Eye wanted packaging design for their new healthy vegetarian product being introduced to the market. Veggie Power aimed to target health-conscious consumers in the UK, by offering a healthy lunch time substitute to pasta. The product could be enjoyed on its own or along side a protein source. Finally the packaging needed to stand out in the freezer cabinet, therefore the iconic Birds Eye branding still needed to take centre stage on each SKU.

The design solution

The solution was to create a fun packaging range that would stand out in a growing industry of plant based products. In effect vibrant colours were used to differentiate across the range, paired with bold 3/4 photography to suggest flavour profiles. A black band was used to house the brand identity and product descriptor, offering stand out appeal within the freezer cabinet space. Finally a funky pattern (inspired from the brand mark) was created to highlight the plant based nature of the product.