With the rising popularity of own label, market leader Florette needed to strengthen its position in the salad category and tasked CHILLI with creating an evolved range of fresh new packaging.
Florette can trace its roots back to a family business in Northern France and the brand has been a mainstay of the UK salad market for two decades. It remains the only major private brand within the prepared salad category. However, with more customers opting for supermarket own-brand ranges, Florette needed to improve shelf standout and remind customers of what distinguishes its offering.
Beyond improving the packaging's standout across a range of over 40 different products, we needed to find a way of visualising the brand's new positioning, Always made with sunshine. We responded with an entirely new approach, incorporating a fresh palette of brand colours, a new rustic typeface and considered detailing such as the 'Farmer Owned' sign and the 'washed & ready to eat' droplet. On-pack copy was also rewritten to further differentiate the product range, while the new positioning statement has been given pride of place on front of pack.