G’s Fresh star brand, Fresh & Naked offers a range of unwashed, bagged salad, exclusive to Tesco, available nationally across their retail estate.
With a meaningful product story and a unique position within Tesco fresh grocery, the brand was doing well, but was struggling to gain further traction and attract new audiences. In such a commodified space, it’s hard to connect to consumers effectively, with packaging needing to do practically all the heavy lifting.
Getting inspiration in the bag
Halo undertook a deep dive into the category and key audience drivers (behaviours and culture of category) and addressed the challenges and opportunities for the Fresh & Naked brand. We all also extensively researched the F&N packaging to understand consumer recall, recognition & perception.
We delivered a comprehensive brand positioning strategy, reshaping the way ‘unwashed’ is framed for the consumer, and building out ‘straight from the garden goodness’ across every touchpoint of the brand.
Packaging Design
The packaging was redesigned to make more of the pack’s capacity to convey clear product benefits and brand cues. Knowing how the bags of salad are merchandised and appear on shelves, the new design system ensures standout however the bags are found when loosely displayed in the fixture crates. The bright colourways and bold typographic layout creates impact and draws the eye in a sea of green.
Multiple rounds of testing gave us the confidence in this complete reinvention of the brand and packaging design.
