Luxury Food Branding & Packaging Design

To conceptualise & create a luxurious, lavish & seemingly decadent pie brand was the brief presented to us. Innovative packaging, encouraging a gratifying experience to the consumer was of paramount importance in promoting the true extravagance of this new brand.

Our client’s location ‘Edenbridge, Kent’ inspired us in our pursuit for an impeccable name & narrative for which to shape this unique identity.

‘Eden’ meaning delight, finery & luxury is more commonly famous for the paradisiacal garden in which Adam & Eve lived.

Is is often said that the Garden of Eden is marked by four beautiful rivers, adjoining together, enabling the vast virility & fertility of this area of unsurpassed natural beauty.

It was unanimous, the name ‘Eden & Bridge’ was confirmed.

Project Deliverables

Creative Strategy
Logo Design
Brand Identity
Packaging Design
Structural Packaging Innovation
Packaging Graphics
Messaging & Copywriting
Print Management
Project Management

The Identity

Following the design of the primary work marque & logo asset, we set about considering the look & feel of the packaging graphics.

Inspired by the natural balance of nature, coupled with the serenity of the Garden of Eden – represented through the simple, eye catching, symmetrical graphic device.

We introduced monotone iconography / imagery to effectively differentiate the product variants within the range. ‘On pack’ messaging, relating the Eden & Bridge brand story, was devised to encourage an emotional connection with the brand.

Packaging Innovation

The Eden & Bridge visual identity was nearing completion, we were now in a position to consider how best to unify
the graphic elements with structural packaging innovation.

It was important to create something truly unique that was both commercially & conceptually effective within premium retail environments.

Luxury & exclusivity were paramount to stimulate the consumer experience of the brand. This was achieved through the careful consideration of graphic & structural packaging design along with stylish & sophisticated print finishes.

The impact that the Eden & Bridge pie range achieved at the 2016 Packaging Innovations show was incredible. The captivating design of the range helped to attract many visitors to our stand. People were interested & amazed to understand how we managed to produce such innovative & unusual packaging.

– Claire Summersby, Marketing Manager, Alexir Packaging

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