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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.

Jovial
Jovial

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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