So when Falafel Republic introduced its namesake gluten-free, dairy-free falafel, the package design played an important role in positioning the product. Bukuras approached Mark Oliver Inc., a brand consultancy, to develop a branding concept for the packaging.
The design accomplishes those objectives through a brightly colored label on clear plastic trays that contain the products in the line. The labels use contrasting fonts and a creative storyline, as well as a bold falafel ball character, to convey branding flair that appeals to consumers. The clear container assures consumers of the freshness of the product and also creates appetite appeal, Bukuras notes.
