Celerette branding and packaging
Category: Fresh food branding & packaging
HS Fresh Food released a new variant of “mini” celery onto the market that is sweeter, less stringy and more fridge-friendly than regular celery. The food supplier wanted to make a statement with this new vegetable from the onset.
Developing a name you can taste
Our approach begins with creating a brand persona that reflects the product and appeals to the target market. Mela Creative combed through a long list of name ideas that we brainstormed and then presented the client with a short-list of suitable names for this fun-loving, cheeky celery alternative. Celerette was the obvious choice as it suits the naturally smaller and cuter, even feminine, version of tall and awkward celery that steals your heart with its sweetness and tenderness.
Add feel good branding
Branding helps to express the personality of a product in an instant. The branding for this new product incorporated a custom illustration with script font to create a fresh and natural feeling logo. This is further accentuated by using a natural textured background with the branding.
Fit for purpose packaging design
Mela Creative worked closely with the client to develop a simple yet efficient packaging format for Celerette. The packaging was to be hand applied at the farm, so needed to be resistant to water and dirt and quick and easy to attach directly to the fresh produce.
The final packaging decided on was a custom die-cut card made from recyclable polypropylene attached to an elastic band. A clever lock in slot allows consumers to readily access the back of the label that contains useful product information, without removing or damaging the card. Since the card required a new dieline to suit the size of the product, adding a custom shape to highlight the branding did not add any additional cost but does elevate the brand.
Emanuel and his team know how to ask the questions that lead to a brand with the USP built in, a brand with the power to transcend private labels and still be on the shelf in five years time.”
Create a new brand identity, including:
- Brand style guide
Design packaging, including:
- Research packaging formats
- Design double-sided card with custom shape
- Print management
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