Background
A plant-based food company had innovative products but struggled to stand out on crowded retail shelves. Their packaging was outdated, lacked clear nutritional messaging, and didn’t reflect the sustainable values that defined their brand.
The company partnered with Phoenix Media to reimagine their brand identity and packaging design to better connect with health-conscious, eco-friendly consumers while improving retail visibility.
Challenges Identified
- Weak Shelf Presence Packaging blended in with competitors, leading to poor recall.
- Unclear Messaging Consumers couldn’t quickly understand the product benefits (vegan, high protein, sustainable).
- Outdated Branding The logo, color palette, and typography didn’t align with the brand’s premium positioning.
- Retail Rejections Several large grocery chains declined listings due to weak packaging appeal.
Phoenix Media’s Approach
1. Brand Strategy
- Conducted consumer research & focus groups to uncover what shoppers valued most (sustainability, taste, and health benefits).
- Developed a brand positioning framework “Plant-Based, Delicious, and Planet-Friendly.”
- Refined the tone of voice for packaging and marketing copy.
2. Visual Identity Refresh
- Redesigned the logo, color palette, and typography to project freshness and sustainability.
- Created a visual system with bold icons and clean labeling for nutritional highlights.
- Developed a cohesive brand style guide for consistency across packaging, website, and ads.
3. Packaging Redesign
- Used eco-friendly packaging materials to align with the brand’s sustainability promise.
- Designed front-of-pack storytelling with clear benefit callouts (e.g., “20g Plant Protein,” “100% Vegan,” “No Preservatives”).
- Added QR codes linking to recipes and sustainability impact stories.
4. Retail & Market Readiness
- Created retail presentation decks with mock-ups for buyer pitches.
- Ensured compliance with labelling regulations and nutritional information standards.
- Delivered multiple SKU designs (snacks, ready-to-cook meals, frozen items) with consistent branding.
Results (6 Months Post-Launch)
- Retail Listings: Secured placements in 3 major national grocery chains.
- Sales Growth: Retail sales increased by 40% within 6 months of the relaunch.
- Brand Recognition: Achieved 65% higher shelf recall in shopper surveys.
- Consumer Engagement: 18% of buyers scanned the packaging QR codes, driving repeat traffic to the website.
- Sustainability Impact: Public recognition for eco-friendly packaging boosted the brand’s PR value.
Client Testimonial
“Our old packaging was holding us back buyers literally told us we didn’t look retail-ready. Phoenix Media gave us an identity that not only resonates with our customers but also opened the doors to big retailers. The difference in sales and brand recognition has been incredible.”
Founder, Plant-Based Food Brand
Key Takeaway
Branding and packaging are more than design they’re a strategic growth tool. Phoenix Media’s approach helped this client stand out, win retail placements, and increase sales, proving that the right brand identity can directly impact the bottom line.