The Challenge

Sydney based food manufacturer Sunfield, specialise in baking with products such as muffins, cakes, biscuits and doughnuts. They engaged Percept to reinvent their packaging design and product label design.

Although they had high quality products, they were experiencing some resistance from supermarket and retail store buyers who felt that their label design and packaging in general required a face-lift to more effectively engage with consumers at point of sale.

The Solution

Percept began with a minor logo refresh which set the tone for the whole label design project. It was a case of simplifying what already existed and creating a more contemporary image that would resonate with customers.

This idea flowed through to the label design and packaging for the whole product range, where a brand yellow was used as a background. It uses this warm colour to encapsulate the feeling of sun. A cleaner, more contemporary feel for this family bakery. This provided a back-drop on which we could clearly differentiate between product types with fun typography and illustrations representing flavour variants.

As the labels contain a lot of information including nutritional panel, barcode and ingredients, a conscious effort was made to keep the design simple with clarity of communication in mind.

We also designed and developed a comprehensive website for the company which showcases their range in a far more contemporary way. This helps bring the overall brand image into line with the refreshed packaging and label design.