After five years in market, the Deli Fresh brand and packaging had become dated and stale, resulting in consumer disengagement and reduced sales. My challenge was to create newly styled packaging that clearly communicated quality, freshness and innovation and pulled on the provenance of the ingredients. 

Having explored numerous options and validated the best approach with YouGov, we settled on the version shown in the visual. The research demonstrated that the sandwich filling description, price and the ability to see the sandwich through the packaging are the most important factors to consumers, in that order. Ethically sourced ingredients also resonated well. To that end we progressed with a route that entirely aligns with the consumer research; making the filling and window the hero, supported by artisanal and handmade design cues that would carry messaging about ethical sourcing.