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Packaging Redesign Modernizes the Tyson BrandPackaging Redesign Modernizes the Tyson Brand
Refreshed packaging graphics make the product the star, and new structural features boost convenience.
4 Min Read
Tyson Foods
At a Glance
- The brand’s last packaging redesign was in 2009.
- Packaging for all Tyson-brand products has been redesigned.
- Market research shows consumers prefer the new packaging design over the previous one.
Tyson Foods, which owns many brands including Hillshire Farm and Jimmy Dean, is rolling out the first packaging redesign for its namesake products in more than a decade. Updated package graphics provide a more vibrant, contemporary look for the Tyson brand along with simpler on-pack messaging.
The company, working with Design Bridge, made the product imagery more prominent on-pack. The refreshed hero photography spotlights improved product quality, including chicken-strip consistency and the use of white meat in patties and nuggets.
Learn more about this redesign in our exclusive Q&A with Peter Borowski, head of global brand design, Tyson Foods.
What prompted the Tyson-brand packaging redesign?
Borowski: For nearly a century, Tyson brand has been known for its leadership in poultry, serving high-quality chicken to families across the globe. Our brand awareness continues to be within the top tier in the food and beverage industry. As we’ve innovated and evolved over time, we’ve revisited the master brand design of our portfolio, following the last packaging update in 2009.
The new packaging rollout coincides with Tyson brand’s new ad campaign and tagline, Always Been Tyson, which launched in early October.
A lot has changed since our last packaging update in 2009. Our packaging is our primary real estate to communicate product quality and generate demand. With more online shopping occurring every day, it is important that our design works well in-store and online.
Which Tyson brand products received the packaging refresh and which were rolled out first?
Borowski: We started with Tyson’s fully cooked frozen chicken and will expand to additional categories, such as refrigerated, fresh chicken, and individually fresh frozen chicken. All Tyson-brand products will have updated packaging. The new Tyson master brand began rolling out nationally in September 2024. To minimize any packaging write-offs, management decided to execute this on a rollout basis.
As current packaging was liquidated on a specific item, we switched to implementing the new Tyson master brand packaging. During the first 90 days, you’ll see both current and new packaging on retailers’ shelves.
What is the new design architecture?
Borowski: The centralized packaging design architecture was established to create a more cohesive look and feel across the portfolio, stronger brand blocking, and a more intuitive shopping experience. The new design was also developed to optimize its appearance within the freezer cabinet, which can be challenging due to shelving constraints.
Before (left) and after images show how brand and product messaging has been simplified. (Image: Tyson Foods)
Can you give a before-and-after example of how simplified the messaging on the refreshed packaging?
Borowski: In many cases, the old packaging was attempting to communicate too many consumer benefits. For instance, the Crispy Strips packaging had six different independent claims: No added Hormones or Steroids, 100% All Natural, Perfectly Crispy, No Artificial Ingredients, Made with White Meat Chicken, and 13 grams of Protein.
The new packaging design has simplified this communication to three claims and a protein callout: Made with 100% All Natural Chicken, Made with White Meat Chicken, No Added Hormones or Steroids, and 13 grams of Protein. The new packaging design has also organized these claims in a communication corridor based on importance to consumers vs. being scattered across the primary display panel.
What’s on the back of the bags?
Borowski: The back of Tyson-brand product bags includes the Tyson logo at the top; a nutrition panel, ingredients, and barcode on the left; and on the right, there is the product name with flavor variant, heating instructions, the Tyson story with a QR code, and contact information. Also new are simplified heating instructions, including air fryer instructions.
Did you change the packaging’s palette?
Borowski: We maintained consistent brand color palettes of red and green for our packaging. The breaded chicken strips and nugget products have used red since the early 2000s, and green was used for our non-breaded product offerings. With the introduction of many new products, we have expanded the use of green for products positioned as better-for-you offerings.
Did the packaging structures or packaging materials change?
Borowski: In addition to the graphical design updates, we added a perforation strip for ease of opening and moved from a single zipper to a double zipper for better resealability. We also added side gussets to the bag to help it stand on-shelf.
Did you do any consumer research as part of this packaging redesign?
Borowski: During the design process, we partnered with Tyson Foods’ Consumer Research and Insights team to rigorously test the design, validating the evolution, showing promising results, and giving our Tyson brand team the confidence to adapt the entire system to the new packaging.
How have consumers reacted to the new design?
Borowski: Pre-testing showed that our new packaging is preferred two to one over the prior packaging.
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