UK-based design agency Path has rebranded sauce brand Chicken Tonight and pasta sauce range Ragu following their acquisition by food company Symingtons.
Path developed a new brand positioning that aimed to appeal to time-poor cooks and busy families, for the Chicken Tonight. The new jars have a curved-sided ‘egg jar’ shape with a redrawn brand marque and typography.
As part of redesign, a post-it note graphic device has been used, while ingredients illustrations replace serving suggestion photography, and the green brand color has been retained.
For the new Ragu packaging, Path created a jar and label and the new jars use heavy embossing. The branding has been redrawn and the packaging features a ‘Norman Rockwell-style’ illustration of brand founder Assunta Cantisano.
Red color of the brand has been retained and the incumbent dark red was brightened retaining the basil leaf graphic accent on the ‘u’.
The new designs for both Ragu and Chicken Tonight are expected to be launched in June 2012.