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Sunset.
Brand refresh.

CPG Brand Strategy. Package Design. Brand Narrative. Food Photography.

As the leading greenhouse-grown brand of tomatoes, peppers and cucumbers, Sunset was looking to refresh their packaging and continue to push the envelope of what a produce brand can be at store level. As one of the foremost flavor pioneers, the brand had a hold on their positioning, but required visual strength and a more compelling story.

Inspired by flavor, the new design strategy is fresh and fun with a bold personality. Handset typography and an engaging “flavor focused” narrative bring an inviting human quality to the brand. The new packaging serves as a beacon for shoppers seeking incredible quality and taste they can always count on.

Result

New packaging used by leading grocery retailers as primary floor display.

"FLAVOR MAKES the WORLD go ROUND" written in white text on a purple background. The word "the" is stylized with a flourish, and the word "go" is surrounded by small lines suggesting motion or emphasis.

A white oval dish filled with braised short ribs in a rich, dark sauce, garnished with cherry tomatoes and fresh parsley leaves. The dish is placed on a purple surface with a black spoon next to it. A container of cherry tomatoes is partially visible in the bottom left corner.
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