“I wanted to congratulate you on the work you did for us. I believe you really answered the brief of taking it to a different level without losing the packaging brand identity.”

– David Beak – Group CEO, Beak & Johnston –

Pitango


Brand Strategy
Brand Rejuvenation
Packaging Design
Point of Sale


Pitango soups and ready made meals from New Zealand was acquired by new owners Beak & Johnston with a vision to not only carry on the tradition of delicious soup, but to expand its’ customer base and reach.

Jam was tasked to re-focus and develop the existing range, extending it into new exciting world flavours. While the classic soup recipes stayed true to their origins, the brand needed an updated brand palette – one that embraced its heritage and reflected its organic and pure ingredients.

Enticing

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.

 

 

Strong Differentiation Between Ranges and Flavours

The world flavours range have patterns based on the iconic retro originals, but reflect the country’s cultural origins. A bold & clean pack with strong differentiation between ranges and flavours make this range sit powerfuly on shelf.

 

 

Fast Forward Two Years

Beak & Johnston approached Jam once again to have them work through several NPD ranges.

Research had indicated that ‘fresh’ was a category that would continue to grow and Pitango, with their existing fresh credentials, was in a perfect position to capitalise on this opportunity. Pitango was looking to launch a range of single serve breakfast pots, meal pots, risotto pots and super soups. All needed to tap into that notion of ‘bright naturalness’ that Pitango had built the brand upon, whilst leveraging their iconic patterns.

Jam&Co took inspiration from the current pouch designs, using simple icons, bright colours and new patterns to drive the ‘grab & go’ convenience of the product.

Fast Forward Two Years

Beak & Johnston approached Jam once again to have them work through several NPD ranges.

Research had indicated that ‘fresh’ was a category that would continue to grow and Pitango, with their existing fresh credentials, was in a perfect position to capitalise on this opportunity.

They were looking to launch a range of single serve breakfast pots, meal pots, risotto pots and super soups. All needed to tap into that notion of ‘bright naturalness’ that Pitango had built the brand upon, whilst leveraging their iconic patterns.

Jam&Co took inspiration from the current pouch designs, using simple icons, bright colours and new patterns to drive the ‘grab & go’ convenience of the product.

%

Increased Market Share