Global branding agency BrandOpus worked with Sara Lee to refresh the packaging design of its deluxe range of chilled and frozen desserts, with packaging printed by paper-based packaging solutions provider Graphic Packaging International Australia.
before (left) and after
Image: Brand Opus
The brand refresh is the second part of a portfolio-wide overhaul, which aims to reposition Sara Lee's core, dairy-free and premium ranges under a more meaningful masterbrand approach.
The extensive overhaul aims to ensure the "beloved" frozen dessert brand remains contemporary and relevant as the category continues to evolve. It follows on from the new brand strategy and packaging design for Sara Lea core and dairy-free ranges of frozen desserts that launched in March this year.
The project brings together three premium ranges under a single look and feel, elevating the products above the core and "better-for-you" offerings and strengthening the masterbrand.
"As a part of our long-term brand strategy, we’ve realigned our premium offering under a single 'Deluxe' umbrella with a new identity system that will allow us to play across multiple categories, whilst encouraging cross-sell and trade-ups. We’re thrilled with the result and look forward to bringing the warmth and generosity of Sara Lee to Australians today and into the future," said Jo Matthews head of marketing at Sara Lee Holdings.
Commenting on the design, Nikki Moeschinger, managing director, BrandOpus, explains that it focuses on a step up in quality and experience.
"A warm and decadent photography style plays a key role in bringing more curated craft and movement to each SKU. From the pour of a smooth creamy vanilla bean custard to fresh and juicy tumbling raspberries, each execution taps into joyous occasions and irresistible taste," she said, pointing out the combination of bold typefaces which aims to add a sense of craft and quality, "injecting characterful quirks into each product’s unique identity".
"They have been paired with a rich colour palette of metallic gold and darker grey hues to reflect the feeling of an elevated, refined, and intimate occasion," she added.
"Sara Lee has built a legacy on its delicious frozen desserts. Our ambition was to package that up in an emotive way that enriches both the lives of existing loyalists and new consumers. We’re excited to reintroduce the same premium and delicious-tasting Sara Lee Deluxe to the world, but in a more meaningful and revitalised way."
Sara Lee Deluxe will be rolling out in Australian supermarkets nationwide this week.
