The Challenge

The Tasty Bite brand was launched in 1995 in the USA with over 30 Indian, Asian and Rice products, since that time they have been feeding tens of millions of consumers around the world.

The FMCG packaging redesign was to showcase real food with bold flavours, without the hassle of cooking or purchasing innumerable ingredients. With their head office in the United States, Preferred Brands International selected Percept as the creative agency to work on the packaging redesign projects for ranges that retail in Australia, USA, Canada and the UK.

The Solution

So as to retain the existing customer base, Percept were careful to utilise the established brand equity in the existing packs. We kept certain elements that were important for brand recognition, then redesigned the packaging to have a more commercial and contemporary appeal in a retail point of sale situation.

Special attention was given to the food styling and photography to help the product appear appetising. To achieve this, Percept arranges and directs product photography including specialist food styling because the quality of the pack shot is essential to selling the product when a consumer only has seconds to make their decision. When this is combined with the overall brand and packaging, consumers build feelings of trust.

International packaging standards and each country’s buying behaviour are considered, including bilingual packs for the Canadian SKUs. Concise messaging and information hierarchy ensure clear communication of key points for each range, helping shoppers distinguish between variants to find the product that best suits them.

The success of this FMCG packaging redesign project has enabled the Tasty Bite brand to stand out amongst its competitors on-shelf as the brand continually expands its market reach.