ConAgra came to us concerned that the existing Louis Kemp packaging was both outdated and not communicating well to the consumer. They had noticed shopability issues that the Crab, Lobster and Scallop product lines did not differentiate well between flavors or forms (Flake Style, Chunk Style, etc).

I developed new packaging that emphasized the difference in form in both photography and by creating a larger window for the consumer to see the freshness and shape of the product inside the package, as well as color coding each product. We shot new photography for each flavor and refreshed the brandmark for a subtle modern refresh.

Client: ConAgra | Studio: Wencel/Hess Design