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Parker Williams Design has created the branding and packaging for a new range of fresh Italian food from Scala'.
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Parker Williams Design (a Sun Branding Solutions brand) has created the branding and packaging for a new range of fresh Italian food from pesto pioneers, Sacla'.
The Intensely Italian range - including pesto, stir-through sauces and pasta - is an exciting step from ambient to chilled, providing design agency Parker Williams with one key challenge: how to translate the essence and spirit of the brand from an ambient shelf to a chilled cabinet.
A selection of positioning boards were created at the outset to establish how the brand's personality - traditionally Italian but with a contemporary urban twist - would be communicated via its packaging. The core visual equities were then analysed and tailored to evoke an inspirational, authentic range of fresh Italian meal solutions.
It was important that the packaging design did not overpower the product, so simple sleeves were created to allow for maximum visibility - allowing the fresh vibrancy of the products to shine through.
The central Sacla' logo, designed to express the warmth of the sun, was developed to incorporate all the passion and energy reminiscent of Italian culture - capturing the taste and spirit of Italy in a truly distinctive Sacla' way.
A bold yet rustic 'terra firma' colour palette was created to ensure the range would achieve premium standout in the chilled area. The signature 'terra copper' was used centrally around the logo, whilst the specially created 'terra firma olive' was used as the primary range colour to convey the quality of the ingredients which are "fresh from the soil and sunshine of Italy". The secondary "jewel" colour palette was devised to help customer navigation with strong accents that punch out from the surrounding earthy brand tones. In addition a graphic typographic background was created which further helps to capture the authenticity at the heart of the brand
Tamara Williams, Creative Director at Parker Williams, explained the rationale behind the new design: "The Sacla' brand is all about the spirit of modern Italy. The new design reflects the brand's authentic traditional roots, but packs an urban punch with a forward looking contemporary twist".
Clare Blampied, founder of Sacla' in the UK added: "We are extremely excited about these new products, which we believe will transform 'tonight's dinner'. Sacla' already has a really strong presence in the ambient aisles but we wanted to pack the same punch in chilled. The designs that Parker Williams came up with not only capture the true spirit of the brand, but present it in a way that we hope will inspire and delight food lovers everywhere."
The Intensely Italian range comes in Perfect Pesto, Classic Basil, Tomato, Fiery Chilli and Coriander. The Sauces include Spicy Roasted Pepper, Artichoke & Basil, Olive & Tomato and Asparagus & White Wine whilst The Cherry Tomato Pasta Sauces come in four varieties - Basil, Chilli, Mascarpone & Wild Garlic. Pasta completes the line up in four varieties - Trofie, Orecchiette, Tagliatelle and Tagliarini.
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Notes to editors:
Parker Williams is a specialist brand and packaging design agency, committed to creating commercially effective design for its clients.
For further information on Parker Williams or any other Sun Branding Solutions brand please contact Adam Craig or Simon Matthews at Storm Communications on 020 7240 2444
Contact Information
Simon Matthews
Storm
7 The Arches, Chancel Strett
London
SE1 0UR
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