Pitango soups from New Zealand was acquired by new owners Beak & Johnson with a vision to not only carry on the tradition of delicious soup, but to expand its’ customer base and reach.
Jam&Co Design was brought on board to re-focus and develop the existing range and extend it into new exciting world flavours. While the classic soup recipes stayed true to their origins, the brand was in need of an updated brand palette – one that embraced its heritage and reflected its organic & pure ingredients.
By enlarging and reversing the Pitango brand out of the background it created a clear link to the old, but added a more rustic texture, reflecting the quality of the products. The flavour panel makes it easier for consumers to find their favourite and entice them to try new ones.
The World flavours range have patterns based on the iconic retro originals, but reflect the countries cultural origins. A bold & clean pack with strong differentiation between ranges and flavours make this range power and dynamic on shelf.