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Birds Eye U.K. reinvigorates branding with color-coded packages

New frozen food packaging moves away from Birds Eye U.K.’s masterbrand strategy to improve consumer experience with color-coded packages.

Pw 185455 Brandon New Harry Ramsden Design

Frozen food brand Birds Eye U.K. has launched new packaging designs for its Simply Breaded and Harry Ramsden’s product ranges. Conceived and executed by brand design consultancy Brandon, the new designs mark a move away from the masterbrand strategy Birds Eye adopted over the past 10 years.

Tasked with reinvigorating the brand to help consumers find it more easily in supermarket freezers, Brandon created a design that heroes the product and evokes memories of happy times spent together as a family—around the family dining table and at the seaside, for the Simply Breaded range and Harry Ramsden’s, respectively.

As well as the nostalgic memories that are evoked through the food products themselves, the new brand packaging introduces the emotive image of Captain Birdseye to the range.

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