Boxer Brands has redesigned the packaging for Wattie’s Main Meals frozen range, using the New Zealand food brand’s teal colour and logo alongside food photography and colour-coded variants to distinguish the larger meals from its existing range.
The 400g meals are aimed at younger singles and couples seeking a convenient alternative to takeaway, according to Boxer Brands.
The design places the Wattie’s wordmark prominently on pack, supported by food photography intended to emphasise taste and meal size. Fresh ingredient imagery and different colours for each variant help shoppers navigate the range, while the signature teal creates a consistent brand block in the freezer.
The packaging also establishes a visual distinction between the Main Meals and Wattie’s smaller frozen meals, while retaining recognisable elements of the established brand.
Gwen Blake, founder of Boxer Brands, said the project involved balancing the familiarity of a long-standing brand with a more contemporary presentation.
“The trick is knowing which bits of that familiarity to celebrate and where there's an opportunity to bring something fresh,” Blake said.
Boxer Brands said the redesign was intended to broaden Wattie’s appeal beyond its established older customer base, while retaining the brand recognition and trust associated with the range.
