Boxer & Co. were briefed to revitalize the Always Fresh brand and its 100+ strong range of packs and imbue it with excitement and emotional engagement.

The old design was black and white and had been replicated by several other brands. As research confirmed, the shelf was dark, dingy and confusing. There was limited emotional connection or relevance and a real need to brighten & lighten the Aisle.

All of Always Fresh’s product is made in The Mediterranean. In a time when provenance & brand story is translating to a new premium, it felt right to bring to life the abundance and authenticity of the region on the new packaging design. Since ancient times, The Mediterranean has been a region known for its farms, markets and providores… bursting with nature’s bounty.

“There is a genuine connectivity story to tell about The Mediterranean. There, food stands for connecting with friends and family and bringing together the right mix of people for a special time. Traits that the Always Fresh brand was keen to embody.”
Gwen Blake, Managing Director, Boxer & Co.

The Always Fresh target market is broad and transcends life stages, but is united by a passion for good food. The strategic positioning ‘The Good Life’ was arrived at the design stemmed from this joy of delicious food and sharing it with the people you love.