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Packaging sets the light-hearted tone for Jovial health food brand

Euro-USA Trading Co. Inc., North Franklin, CT, is introducing Jovial First Ever Einkorn Whole Grain Pasta, an innovative health food brand. Einkorn in the oldest species of cultivated wheat and has outstanding nutritional content, compared with common bread wheat.
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The mission of the Jovial brand is to develop delicious food for people with allergies, rediscover heirloom or ancient varieties of food, and offer products packaged in toxic-free materials. The brand reflects this mission with its “inherently good” tag line across all products.

So how does a newcomer brand grab consumer attention while sitting on the shelf amid a variety of serious and earthy-looking health-food brands? The package emphasizes the light-hearted Jovial name, with light graphic touches that shake up the category by presenting a feel-good brand for both consumer health and the environment.

Pearlfisher was tasked with creating the brand identity, from naming to packaging to copywriting. Carla Bartolucci, Euro-USA Trading president, says the visual approach perfectly captures the attributes of the brand.

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“To me, Pearlfisher’s design is confident, natural beauty that stands out in a crowd without raising its voice,” Bartolucci explains. “The illustration connects the consumer with the land, making the important connection between Old Word farming and artisanal quality foods, and this is at the heart of the Jovial brand.”

The package design brings the brand to life with the J in the Jovial brand name being slightly askew. This approach “reflects the playful nature of the brand, which balances with the more serious depiction of the provincial landscape,” notes Pearlfisher Creative Director Mark Christou. “The cute and illustrative icons and light-hearted pack take the Jovial tone from the front to the back and sides of the pack.”

Such a playful design approach to the Jovial cartons, and the predominantly white background, help Jovial to stand out in a section of the store in which brown and natural-tone colors dominate. In addition, the imagery reflects the authenticity of the Italian heritage of the wheat. When ranged on shelf, the watercolor landscape continues seamlessly from carton to carton.

The cartons also make effective use of die-cutting by integrating the windows into the design as a stalk of wheat. “That further reinforces the provenance of the product while beautifully showcasing it,” Christou adds.


Jovial is launching this summer with its 5 Wholegrain Einkorn pasta range at Whole Foods and in health food stores, and later with its Brown Rice pasta in September and White Einkorn pasta in February 2011.

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