The foundation for the design process was a restructuring of the River Ranch packaging logo. The existing strong corporate logo was merged with the friendly visual farm scene element, giving it rich texture and clean lines that pay tribute to the classic values of craftsmanship and pride.
This simplified classic design is carried through to the field fresh vegetable packaging. On the commodity wrap products, the new logo is combined with an elegant band to tie each commodity to a unique color scheme. The design on vegetable bags incorporates an outline of the mountains lifted from the logo to provide subtle texture.
The redesign effort was also expanded to River Ranch's family-size packaging. The bag features a rich duotone color palette combined with bold, easy-to-read nutritional callouts on the front and cooking instructions, recipe information and product usage on the back. An expanded product window wraps to the back, allowing up to 65 percent viewing space for the consumer. The newly designed display-ready cartons emulate the bag design and are made of unbleached kraft material using less energy, water and greenhouse gas emissions.
"The new logo and packaging for our commodity field fresh vegetables and family-size products were designed with the consumer in mind," says Kim St. George, director of marketing, River Ranch Fresh Foods. "The new commodity wraps are fresh, clean and upscale complementing our quality vegetables, while our family-size design provides easy-to-read nutritional benefits statements on the front of the packaging. The classic, rich new design helps to emphasize what's most important about our products—their freshness, premium quality and nutritional benefits."
River Ranch's resealable family-size Spinach has been recognized as a finalist in this year's PMA Impact Packaging Award competition at PMA Fresh Summit Atlanta.
The new packaging for both River Ranch field fresh vegetables and family-size salads began shipping in September 2011 to customers in the U.S. and Canada.
Source: River Ranch Fresh Foods