Highland Farms Private Label Burgers
Brand extension for two new burger variants. Applied the newly established branding standards that we had developed for the brand redesign that launched with the pasta line. Hired the photographer, food stylist, and directed the photoshoot. Provided finished artwork to print supplier and ensured colour consistency with other existing products.
The branding was intentionally developed without the use of variant colours. The gingham coupled with CK brand mark have a very strong presence from a distance with a predominant green pallete. Introducing variant colours would have detracted from the boldness of the green and risked cluttering; so in order to distinguish variants the photo compositions were changed each time. In this line different types of buns were changed for each variant and placed at different angles, with unique toppings, garnishes and sides per product. The overall effect is random and less formal, tying in nicely with the casual farm setting.
Another cue that helps distinguish variants is the bold treatment of the common name. This was intentionally emphasized to help consumers quickly identify the variants. The typesetting varies dramatically between the product along the top 1/4 of the principal panel. This was another way to play up the farm friendly aesthetic, while simplifying the hierarchy.
Actual products were used fresh off the line, as the quality was superior and required no styled stand-ins.*
*This is important for both our clients, and ourselves as a studio. It is a matter of principal and integrity to show consumers trueness and accuracy whenever possible during photoshoots.