Voicebox has partnered with Pacific Foods, a leading producer of organic soups, broths and beverages, to refresh the brand’s packaging. The new look transforms the TetraPak carton that Pacific introduced to the broth category into a natural backdrop in the form of a wooden cutting board or white rustic farmhouse plank. These simplistic backdrops allow the packaging to communicate each product’s ingredients, nutrition and flavor.
“Pacific has so many positive attributes that one could easily fill up the entire package,” said Voicebox Creative Director Jacques Rossouw. “We help brands identify the messaging hierarchy that is most important and present it in a way that allows consumers to quickly identify the brand, the individual product and the qualities of both.” The design features visuals that depict warmth, satiation and appetite appeal, while garnishes add color. Raw ingredients are featured on the wooden cutting board, all the result of the package design firm’s recommendation to make the product ingredients the focal point rather than the beverage itself. As part of the rebrand, Voicebox also updated Pacific’s logotype and added “Foods” to the emblem.