Bold Asian-Inspired Foods in Cardinal Packaging
by Theresa Christine Johnson on 12/13/2016 | 4 Minute Read
Bring some life into the kitchen with Cardinal foods. This line of bold, flavorful ingredients and sauces is perfect for cooking up Asian-inspired meals that are sure to impress. Designed by Alexandros Gavrilakis, bright colors and hand drawn graphics give it major shelf appeal, helping it to stand out against the competition.
“Counting 21 years as an importer and seller of the most established brands in the Asian food business, Cardinal The Food Company, commissioned us to breathe new life into its own-brand range of products.”
“Apart from creating a consistent brand identity that would unify the 6 different product categories and 50 SKU’s, we set ourselves the challenge to devise a set of visual assets that would be appealing to consumers who are looking to purchase authentic Asian products but also, to all the young culinary types craving for unique foods and flavors.”
The packaging for Cardinal packs a lot of personality without overwhelming the consumer. On the labels there are images of the product, and the intense background hues make them pop. A modern sans serif font is juxtaposed with a freehand font that matches some of the smaller doodles and graphics, making Cardinal appeal to a young, hip audience. Copywriting—such as sweet chili sauce being “delightful with everything”—adds a bit of wit and humor.
“With food being embraced as a vehicle for self-expression and storytelling, Cardinal's new product range was designed to tell the story of a ‘meaningful union between the East and West.’ On each pack, the Asian-inspired brush typography harmoniously coexists with the illustrated recipes and the slogan ‘Learn to Wok’ calling out to all those who value authenticity or even, an authentic mash-up such as Mexican dumplings or Korean BBQ tacos!”
Designed by: Alexandros Gavrilakis
Creative & Art Direction: Alexandros Gavrilakis
Photographer: Arsenis Miaris
Design: Alexandros Gavrilakis
Food Styling: Jo Pafili
Copy: Olympia Aivazi, Alexandros Gavrilakis
Illustration: Alexandros Gavrilakis
Annie International Inc.