The Challenge

Lamyong Vegetarian Health Food have been promoting vegetarian foods throughout Australia for more than a decade. They provide 100% pure vegetarian and vegan products, carefully selected for a multicultural Australia. Searching for Australian design agencies, Percept, was tasked with refreshing the design of the brand packaging for their frozen meat-substitute range.

The objective for one of the top design agencies in Australia, Percept, was to create a strong brand design that stood out from its competitors in the frozen food section of Asian supermarkets whilst retaining key elements from their existing brand packaging design to retain consumer recognition.

The Solution

The branding was refreshed to establish a stronger brand packaging impact on-shelf and reinforce the ideals of purity at its finest. The new branding design utilises a unique holding device to compliment the curved typography which was simplified and refined. The supporting tagline ‘purely vegetarian’ supports the brand ethos in a concise and succinct way.

Carefully considered detail, such as the gold lining, effectively elevates the brand positioning, creating a good example of brand packaging design with a sophisticated, modern look and feel. Strong colour blocking establishes a presence for the brand in-store and allows for easy product differentiation on-shelf.

Ranked among Australia’s top design agencies, Percept approached the packaging design project with brand identity in mind. The fold on the corner of the central device and large product window reinforce the connection to the previous pack. This provides a recognisable touchpoint between the old and new brand packaging and its consumers. The client says the work that Percept delivered is better than that of other design agencies, as it creates immediate cut-through in the frozen food section of busy retail environments such as supermarkets.