Fresh in Every Jar
Safie Specialty Foods wanted to overhaul their brand identity and packaging for wider distribution. As a 3rd generation family-owned business, we wanted to position the Safie brand to reflect hand-crafted, home-style family recipes that showcased high standards and old-world flavors while remaining accessible. As well as launching the new Safie website, we created a brand, packaging, messaging and design that is lively and appealing to chefs, caterers and the everyday shopper.
Standing Out Can Be A Pickle
Pickles are as popular as ever as witnessed by the crowded shelves in the grocery store. To catch the eye of the shopper and let the product tell its own story, we incorporated bright colors and playfully-vintage, custom illustrations while avoiding overpowering, opaque labels. To illustrate the fresh farm-to-jar concept, we allowed the organic beauty of the pickled vegetables to become a focal point of their packaging and brand identity.
The Art of Pickled Vegetables
We created the new company tagline “Fresh in Every Jar” as well as the product’s story, messaging and label design by crafting a fresh, new look that encourages shoppers to explore Old World recipes in new, exciting ways. Simultaneous to the rebrand and website redesign, we launched a new, user-friendly eCommerce website and created a suite of sales materials. Since the new brand launch, Safie has expanded their distributor reach and interest in both the U.S. and Canada and increased their sales through a growing partnership with Costco.