Package Designer Of The Year: The Thomas Pigeon Design Group

Product: Primo Pastas, Sauces, Olives, Tomatoes and related productsClient: Primo FoodsPackage design firm: The Thomas Pigeon Design GroupThe challenge:To develop a powerfully unifying design system to integrate a diverse product line of 300 skus divided between 20 product categories to facilitate...

Product: Primo Pastas, Sauces, Olives, Tomatoes and related products

Client: Primo Foods

Package design firm: The Thomas Pigeon Design Group

The challenge:

To develop a powerfully unifying design system to integrate a diverse product line of 300 skus divided between 20 product categories to facilitate cross-category shopping and increase the Primo brand’s overall presence at retail.

The design solution:

The Italian heritage is leveraged and reinforced in the revitalized brand identity.

Red, white and green color association immediately feeds back to the original Primo packs while being employed as a stinger, unifying them to the line.

Line engraving style illustration was developed showing workers in the field, reflective of the hardworking roots of the ancestors who built the brand.

Varieties are clearly defined through bold typography, and taste appeal is delivered through photography or hyper realistic illustration.

The design system is carefully developed to provide for a significant line extension, in excess of 300 products.

Product: Ramses Condoms

Client: London International U.S. Holdings

Package design firm: The Thomas Pigeon Design Group

The challenge:

To significantly enhance the quality perception of the brand, retaining brand equity elements essential to maintain existing users, while gaining the attention and interest of new users.

The design solution:

The revitalized Ramses brand identity, in a calm and discrete way, presents the Ramses brand to today’s consumer, conscious of the need for condoms as a deterrent to pregnancy, and protection from hiv and other sexually transmitted diseases.

The market purchase influences are divided between heterosexual males, heterosexual females and gay males.

The identity system is designed to appeal to all market players.

The Ramses ‘wings,’ part of the brand’s heritage, were resurrected and updated with a view to developing a brand icon consistent with the quality position of the brand.

Foil stamping and embossing was further employed to tactically aid in the quality statement. The brand varieties are clearly defined through the use of color and typography to minimize front of shelf purchase time and reduce the category embarrassment factor for new users.

Product: LoeB AM and LoeB PM Premium Blend Coffees

Client: LoeB Foods

Package design firm: The Thomas Pigeon Design Group

The challenge:

To develop the brand identity for a line of affordable yet premium quality coffee blends.

The brand identity was to be different from national brands, while appealing to the taste delivery expectations of the consumer and providing a creative platform for line extendability.

The design solution:

The LoeB corporate logo was significantly modified to better reflect the tone and manner of the retail store it was designed for.LoeB stores are a different shopping experience and it was the design firm’s intention that every product introduced under the LoeB umbrella should reflect this.

The am with caffeine and pm decaffeinated products are positioned to segment the market into usage occasions.

The design system employs color and graphics to highlight usage occasions and features a macro shot of a coffee cup steaming, inviting and ready to engage the shopper.

The design is distinctive against competitive entries while creating a strong creative formula for future line extensions.