Journey to Better

Evolving a better for you Global brand

Longtime agency partner, Saffron Road Foods, reformulated their entire portfolio of globally inspired ethnic recipes to better address the changing needs of our nation. New dietary audiences like GLP-1ers and MAHA consumers were interested in key macros and ingredients such as seed oil free offerings. Additionally, it became an opportunity to further refine the brand, making it more desirable and relevant to key Millennial & emerging Gen Z audiences. Having recently executed a brand update in 2023, there was little heart to making dramatic shifts, but some change was needed.

Overall, significant energy was spent elevating the brand presence and execution. New product hero photography increased appetite appeal. The brand information panel on the left was minimized to let the photography do its work. Careful attention was spent prioritizing and minimizing messaging on front of pack to the core messages our audiences were looking for. Product colors and overall font system were optimized. The brand shield, evolved back to a single color to improve brand recognition across a growing and diverse product offering.

The introduction to ethnicity specific illustrations (produced by international illustrators from those regions) and more subtle shifts to the brand voice helped fuel new initiatives in social and digital channels. Further, a new product report card on back panel allowed Saffron Road to showcase all the certifications and attributes the brand painstakingly acquired that may not hook a consumer in the critical 3-5 seconds at shelf but may help close the deal and/or engender loyalty during the cooking process.

Saffron Road soft launched the refreshed packaging in Q4 2025 and immediately identified a 23% sales increase in the nation’s largest natural foods retailer account. Stay tuned for more updates.

Project Scope

•••

Back to All Work