The redesign effort for Fire & Flavor focused on the seasonal nature of company’s namesake brand of grilling planks. Furthermore, the new packaging addressed the limitations of the company’s former Native American heritage-influenced packaging design, which hindered growth opportunities outside of the seasonal aisle, according to Fire & Flavor co-founders Davis and Gena Knox.The brand’s target consumers, women ages 35 to 55 with hectic lifestyles, are “foodies” who regularly watch food-preparation shows and cook for their families an average of 4.7 nights per week.
After the Knoxes worked with design firm Object 9 (www.object9.com) to profile those consumers, the next step was a category audit to identify gaps for future product expansions and also to define a visual identity and messaging for the Fire & Flavor brand to communicate the promise of a gourmet product. Package design followed, with clean and simple design elements and a particular focus on elegant food photography.
The package front accomplishes two other objectives. First, it positions Gena Knox as an approachable food resource for the modern cook and works with point-of-sale displays directing shoppers to Davis’ recipes and cooking tips on the company’s Web site (www.fireandflavor.com). Second, each package front features a recipe photo, with the list of ingredients printed on the back panel.
