McCain Australia has expanded its offering in the freezer aisle with its new range of frozen vegetable side dishes – OhMyVeg! – collaborating with BrandOpus for the packaging design.
Appealing to the urbanised consumer who is often time poor and has neither the inclination or kitchen space to prepare healthy meals, OhMyVeg! was introduced to meet expectations of what ‘fast’ food looks and tastes like, following the likes of Youfoodz and Hello Fresh.
The packaging design features strong hero images of the vegetable mixes and bold typography in deep colours of red and green.
BrandOpus Australia managing director Nikki Moeschinger said the brief was to create a brand and pack design to communicate the value, convenience and interest the range brings to weeknight meals.
"The OhMyVeg! brand plays multiple roles, immediately communicating the products are ‘fast’ but not unhealthy, ‘easy’ but full of flavour,” said Moeschinger.
“It’s playful and fun while also aiding the practical need for clear range navigation by reinforcing variant colouring. The colours employed across the range are simultaneously vibrant and natural, further communicating the idea that delicious, healthy and interesting vegetables don’t have to be hard work."
McCain’s OhMyVeg! range is available in five varieties – garlic miso, balsamic glaze, garlic butter, chilli garlic butter and Szechuan pepper – and is rolling out in supermarkets across the country.
