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.