Premium branding and packaging design for Carlo's range of smallgoods.
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.
Percept were approached to create a premium brand and packaging for this range. It was important to consider that Carlo’s products are high quality and premium smallgoods sourced only from reputable suppliers. All products are packed by hand, aimed at less price conscious customers seeking quality over quantity.
Following an in-depth market analysis of products in the premium smallgoods category retailing in supermarkets, Percept created a clean, yet striking, brand 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 Carlo’s brand 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 packaging design and reinforce the traditional history of the brand. The result is an appealing packaging design that has noticeable cut-through on shelf whilst complementing the delicious rich colours of the sliced meat and cheese products it contains.