Agency: Unified Brands
Illustrator: Phillip Small
Location: New Zealand
Project Type: Produced
Client: Just
Product Launch Location: New Zealand
Packaging Contents: Dips, Hummus, Soups
Packaging Substrate / Materials: Plastic
Printing Process: Flexo

Originating as a flavoured hummus brand that made simple ingredient products convenient, the Just brand wanted to expand. We were approached by the brand team to re-stage its packaging and visual identity, whilst helping expand it into a soup range and introduce Just Smash, an exciting chunky dip range, to the market.

Today ‘convenience’ food doesn’t have to mean ‘fast’ food. People are looking for something that says simple and wholesome, that takes away the clutter and noise. Something convenient that nurtures and restores. We wanted to deliver to this insight with the proposition ‘simple wholesomeness’, however the current packaging and identity weren’t living up to that.

The dated packaging lacked appetite appeal and embodied reductive qualities of simplicity, resembling more of a value or essentials range. The idea of ‘simple wholesomeness’ needed to be brought to life.

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