Huhtamaki Brand Design Award

Award Criteria

This Award recognises the deliberate creation of brand value through its packaging. The winning entry was to be either an existing brand for which the packaging has been redesigned and enhanced to create new value or a new brand that is differentiated in its category, primarily through its packaging.

Entry Submitted By

Aperio Finewrap

Package Title

Leggo’s Authentico Fresh Pasta

Package Component Manufacturer

Aperio Finewrap

Package Designer Functional

Simplot Australia Pty Ltd

Package Designer Graphic

Cowan Design

Package Owner

Simplot Australia Pty Ltd

Comments

More than just the application of a logo, this category is about what the pack says about the brand. In a field offering some substantial and entrenched competition, Leggo’s has managed to eclipse them all with this clever example of brand communication. Invoking all the cues of ‘freshness’ - brown paper bags, clear plastic bags, matt surfaces, deli-style graphics, muted colours, uncluttered design - the designers have fashioned a wholesome and realistic version of the language of ‘fresh produce’ packaging. Here there is a narrative being communicated about the range, a subtext of credibility and a back-story of authenticity. The product is clearly visible through the clear section of the bag, as ultimate proof of its quality and freshness.