Aurora Rebranding

Aurora Foods

Challenge:

To give the Aurora brand shelf presence against competing products and to create consistent branding across all product lines in an effort to increase the number of stores Aurora products appear in. All objectives had to appeal to Aurora’s current consumer base of first generation women 60-years-old and over and younger women who do not have the time or skill to cook “Mama’s authentic Italian cuisine.”

Solution:

To create an identifiable brand-look, consistent design elements, such as colors, fonts and the placement of images, were developed to ensure that Aurora was a recognizable brand to consumers. To give the packaging “Mama’s just-like-home” touch, warm tones were used to create a familiar feel. To increase the appeal of the products, softer photography was used to show product usage and presentation.

Tags

• aurora
• grocery
• brand identity