FROZEN MEAT by Brandnew Design for Albert Heijn

FROZEN MEAT

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Industry Pre-Cooked Meals & Frozen Food
Media Design & Branding
Market Netherlands
Agency Brandnew Design
Creative Director Marcel Verhaaf
Photographer Willem Groeneveld
Released September 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: ALBERT HEIJN
Product/Service: FROZEN MEAT
Agency: BRANDNEW.DESIGN
Date of First Appearance: Sep 1 2010
Entrant Company: BRANDNEW.DESIGN, Weesp, THE NETHERLANDS
Senior Designer: Vincent Limburg (Brandnew Design)
Creative Director: Marcel Verhaaf (Brandnew Design)
Client Services Director: Claartje Corver (Brandnew Design)
Photographer: Willem Groeneveld (Fotostudio Willem Groeneveld)
Ilustrator: Willemijn de Lint (Sugarworks)
Media placement: Carton Boxes - Freezer At Supermarkets (Albert Heijn) - 1 September 2010, Until ?

Describe the brief from the client
Create a design for the frozen meat selection of Albert Heijn.
The design should cover a range of own label meat, from different origin (eg. lamb, pork, or cow), which will bedisplayed in the freezer. (8 different packs)

Key words: stand out in the freezer, own label packaging, communicating the message: fresh meat

Describe the challenges and key objectives
Challenges and key objectives:
Make sure the consumer understands that the packaging (boxes without a window) contains frozen, fresh cuts of meat.
Make sure the boxes stand out in the freezer (windows with frozen condensation).
Make sure the design matches the own label grid.

Describe how you arrived at the final design
The designers decided to bring the butcher's shop to the freezer.
The sight of the well-known foam trays used for fresh meat is a welcome surprise in the freezer.

The facing of the box depicts the top view of a foamtray, with fresh meat covered by a transparant foil (photography). This mirrors the typical way to pack and display fresh cuts of meat at retailers.

The design is made within the design grid of Albert Heijn, which consists of a white top with a logo (blue house) and a white claimpanel.

Give some indication of how successful the outcome was in the market
There is no indication of sales numbers yet.