The Challenge

Founded in 1993 by Pino Lacobbe, Northside Fine Foods is a wholesale smallgoods supplier selling to Sydney based grocery shops and supermarket chains. Inspired by his father, Carlo’s drive and ambition in rebuilding his fruit and vegetable shop, Pino created the Carlo’s range. Design agency, Percept, was approached to create premium brand packaging design for this new product range.

It was important for branding specialist, Percept, as the design agency, to consider that Carlo’s products are high quality and premium smallgoods sourced only from reputable suppliers. All food products are packed by hand, aimed at less price conscious customers seeking quality over quantity. It is for this reason that they chose Percept as the design agency they wanted to work with on this brand packaging design project.

The Solution

Following an in-depth market analysis of products in the premium smallgoods category retailing in supermarkets, Percept, the design agency, created a clean, yet striking, brand packaging design which ensured it would fit appropriately within the category, whilst also standing out amongst competitors.

Inspired by the ethos of Carlo’s, ‘Premium and Traditional’ was the focus with the logo design utilising handcrafted serif logotype within a badge-inspired holding device.

The company branding leads the packaging design, with premium quality and hand packed claims featured in a ribbon on either side of the logo design for immediate differentiation from its competitors.

Rich colours and gradients add depth to the brand packaging design and reinforce the traditional history of the company. The result is an appealing brand packaging design that has noticeable cut-through on shelf whilst complementing the delicious rich colours of the sliced meat and cheese products it contains.

Percept is a design agency with expertise in branding and brand packaging design. If you have a project you would like to discuss, just contact us to start the conversation.