The Creative Brief
Galassi Foods manufactures and wholesales fresh, high-quality, all-natural gourmet Italian foods. Based on Galassi family recipes, these products began with sales in Midwest stores including HyVee, New Pioneer Food Co-op, Jewel, and Kroger. Set to grow their brand of pasta sauces into larger markets, Galassi Foods tasked Creative Mellen to redesign their brand labels to better compete both on the shelf and within the minds of new consumers.
When Galassi Foods initially launched their pasta sauces, their brand labels were basic and didn’t depict the product’s high-quality, all-natural, gourmet taste. Our goal was to create a label that included information for the actual ingredients and highlight the brand’s positioning of authentic taste. At the same time, we wanted the labels to be easily recognized based on competition and flavor. Working directly with Galassi, we identified their main competitors and determined which elements would best represent the brand and create a more sophisticated design.
To allow for rich imagery, we set the labels on a black background with clear, color-coded flavor names. Each brand statement corresponds with the flavor to emphasis the authentic taste and family approach of how it’s made. The main ingredient is shown as the main graphic to further the identification (and authenticity) for consumers. This allows for a consistent, yet professional, label design that stands out on the shelf and is better represented against larger competitors.