Design

Jun 28, 2021

New European packaging strategy for Tyson Foods' Raised & Rooted

Pemberton & Whitefoord LLP has designed the packaging for frozen plant-based brand Raised & Rooted.
By:
Elisabeth Skoda

Given the increasing number of consumers turning to plant-based foods, Tyson Foods Inc. wanted to expand into to Europe, and for that purpose, the brand, originally launched in the US in 2019, has received a redesign from P&W. The vegan range will initially be sold through food-service channels in Europe but is set to launch via retailers later this year, with Italy being the first country to see the brand on its shelves.

P&W ensured differentiation between each product via colour-coding and the packaging features ‘falling’ ingredients (with photography by Stephen Conroy, art-directed by P&W). There is a bespoke font for the R&R brand and clear layout of information regarding each product’s benefits. The packaging substrate is made from recyclable, 60% bio-based plastic material.

Leading the creative project at P&W was the company’s co-founder, Adrian Whitefoord. He remarks: “Our team helped create a packaging strategy that communicates all of the great product qualities, and the fun, spontaneous personality of the brand and eating experience. As well as the five packaging solutions (with range-extensions on the horizon), we’ve also created a comprehensive set of packaging guidelines. Our team were excited to partner with Tyson again after the successes of the two-tiered frozen chicken range we worked on in 2020”.

Viken Boniekerian, Tyson’s Brand Marketing and Packaging Development of Europe, remarked: “P&W’s first class brand packaging skills are complimented by excellent project management, collaborative methodology and meticulous attention to detail. We are delighted with the professionalism and creativity that P&W continue to deliver, their strategic approach is always at the heart their commercially astute branding solutions.”

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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