We needed to preserve Tyson’s premium image and deliver an “easy-to-cook” messaging while driving guardians of health and wellness towards Tyson’s fresh chicken.
Playing off category cues in a stand-out and ownable way and balancing “convenience” with sensorial cues of pleasure and taste, Tyson developed a new range of semi-prepared meals pairing quality meat with ingredients needed for a delicious dish.
Beyond the surface, the design task filled with multiple challenges— at one glance, the packaging has to strike a delicate balance between trust, premium-ness, and tastiness.
Our solution maximises impact with minimal elements. To convey safety and trust, the packaging sleeve allows for adequate transparency for customers to view the product. A simple graphic element — the curve — echoes both the rim of a plate and the lines of the brand logo, framing the center panel and focusing the eye on the product information. The black background elevates the product as a premium product while highlighting the delectable colours of the dish. Photo icons convey product highlights with authenticity, and an enlarged finished dish in the foreground entices the consumer.
The result is a design solution as elegantly minimal as it is effective. The packaging is premium yet accessible, authentic and delicious, all while maximising both brand and product impact--a bold look for a fresh product.