• The updated design includes traditional elements, but new visual cues.
    The updated design includes traditional elements, but new visual cues.
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Design company Tweak was asked to refresh the Sargents brand of frozen pies to keep it relevant in a competitive market.

The company wanted its much-loved brand to appeal to a new generation of consumers while remaining relevant to long-time customers.

The problem with the brand from a shelf view perspective, according to Tweak, was consistency and legibility.

The previous design displayed the brand on a rainbow of colours, some very low-contrast.

As a result of Tweak's work, the recognisable brand mark now features more prominently and consistently on a high-contrast black background.

The gold foiling, synonymous with Sargents for years, has been retained to signify quality, and the product photography has been elevated to capture the product's premium ingredients.

The Sargents brand has been established in Australia for over 100 years and is one of the major players in the frozen pie market.

Food & Drink Business

If food quality and safety standards are to be embedded in a company’s culture, a shift in focus is needed, McCormick & Co director of Global Quality Systems and Food Safety, Jill Hoffman said at this week’s APAC Food Safety Conference.

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A S Harrison & Co has been providing specialised raw materials for almost 100 years, with its Performance Ingredients division offering a broad range of food products including beef powder.