Sandhurst Fine Food Packaging

Mela Creative was appointed to design new food service and retail packaging for the Sandhurst brand that had been experiencing label and logo inconsistencies across its expansive product range. The challenge was to design the packaging to align with Sandhurst’s new marketing strategy of differentiating the premium product offering from the commodity products whilst maintaining an artisan feel across the entire brand.

Family Collection, with the dominant reversed red Sandhurst logo and hand-drawn illustrations was created to build brand value in the premium product range with the promise of an authentic experience and an added sense of heritage. The plainer packaging in black for everyday products complements the Family Collection range and reinforces the Sandhurst brand.