Package Design - January/February 2013 - 10

SNAPSHOTS

Say Cheese
Convenient nutritious
snacking is at the heart
of this Russian brand.

With a Side of Play

N

Simply Sausages relaunches
with an eccentric lineup.

ew Foods developed Syrceedy snack cheese to
be a pioneer in all-natural snacking in Rusian.
The packaged food is a real-cheese snack made of
farmer’s milk, rich with minerals and vitamins and
traditionally smoked with alder wood. To introduce
Russians and consumers in neighboring countries
to the Syrceedy concept, New Foods sought out
Babich Design and Branding (www.babich.tv) to
design packaging that would convey the message of
fresh taste and the upmost quality.
The package design timeline was roughly four to
six weeks and began with the Babich team coming
up with three completely different visual concepts,
which was narrowed down to the current design.
Emotional and optimistic brand language was
applied to the packaging design with help from the
“Cheese Heart.” Babich then needed to create distinctive and easily recognizable designs to differentiate the flavors in the product line. Hence the
tomato, garlic and lettuce graphics were generated.

The next packaging design element to address
was to inform the consumer about the benefits of
Syrceedy. A system of icons was created for an
easy-to-read descriptor of the all-natural cheeses
including: milk quality, composition of minerals
and vitamins, and eco-labeling. New Foods comments on the package design process, “Our package at first looked a little bit lost when it had been
placed on snack shelves, where active colors traditionally dominate. But when our product occupies
a normal block of three to four SKUs, the gain
immediately becomes vivid. Against the background of riot of bright ‘synthetic’ snack colors, Syrceedy looks as an alien from another world, which
is our benefit, of course.”
10

january/february 2013

H

eap’s Simply Sausages, produced by Cranswick Country Foods
(U.K.), offers up an unconventional new packaging redesign created by Pearlfisher (www.pearlfisher.com) with sights on establishing a
new tone of voice for the renowned sausage brand. Pearlfisher took on
the task of returning the Simply Sausages brand to its former glory, created by executive chef and sausage enthusiast Martin Heap.
The heritage of the brand established in Greenwich, and one-of-akind intimate feel was addressed in the redesign with an eye kept on
the increasingly sophisticated marketplace today. Creative director at
Pearlfisher, Natalie Chung comments on the redesign, “We needed to
combine various important elements of both Martin and the brand to
balance heritage, tradition, expertise and eccentricity with honesty,
modernity and vibrancy to take the brand forward.”
Launched in Waitrose stores nationwide (U.K.), the Simply Sausages packaging redesign features quirky illustrations for each variety
including: Lethal Lucifer no.666, a fiery Scotch bonnet chilli infused
recipe with an amused looking devil sitting atop a vending cart, trident
in hand with three smoking sausages speared; The Meaty Italian Job
no.14, a recipe with fennel and wine, features an Italian waiter moustache clad lighting a candle on his intimate diner cart; The Pork-aLeekie no.37, a leek and smoked bacon combination, displays a farmer
with a spot of piping hot tea and fresh picked leeks atop his no.37
marked cart just to name a few.
Chung continues, “We used a woodcut style illustration to reflect
the authenticity, craft and heritage of the brand but included a quirky
element to each illustration depicting an amusing or eccentric pictorial
representation of the variant,” The packages appear to have their own
personalities, which was the goal for Pearlfisher, “Each pack is also
deliberately heavily copy driven and we have created names and language for each of the variants to take people to an evocative place.”
The packages consist of six gourmet pork sausages with an added
flair of history per selection. Brand manager at Cranswick Country
Foods, producer of Simply Sausages, Vicky Smith comments on the
packaging redesign, “The sausage fixture is a crowded space with a
strong store label offering, so creating a brand proposition and packaging format with standout is essential but very difficult.” Smith continues, “Pearlfisher really understood the Simply brand and how to tell its
rich and unique brand story in an interesting and modern way. The
quirky Heaps characters on each pack introduce the products’ creator,
gourmet sausage maker Martin Heap and some of his best sausage recipes in a unique and exciting way.” PD
Package Design - January/February 2013

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