Total
Packaging, Brand Identity, FMCG
Total – a prominent name in the meat, poultry, and ready-to-cook food segments – recognised a need to refresh their packaging in order to create a better purchase recall amidst competitors.
The primary objective was to differentiate Total’s products from those of its competitors through a distinctive and consistent packaging design. We also identified that it needed to move away from the inconsistent and unorganised packaging category across its range that was affecting its brand perception.
We introduced a fixed packaging template to establish a uniform and cohesive brand identity across Total’s entire product range. This approach ensured that every product under the Total brand would be instantly recognisable, contributing to increased brand recall. The bright yellow and blue colour combination was chosen not just for its aesthetic appeal but also for its strategic value. These colours stand out in the competitive market and maintain high visibility even under the frozen conditions where Total’s products are often stored, making the brand easy to spot and remember.
