Developing a Fine Foods range for Peter Rowland – Melbourne's premier caterer.
Born out of a need for branded Christmas corporate gift packs & pre-prepared food items which could be ordered by customers over the Christmas period. The Fine Foods range picked up from where the branding refresh left off and launched a platform for future Fine Food products.
A 'Food by Design' seal was created to build on the reputation of Peter Rowland Catering and to celebrate their 50+ years in business.
The Fine Foods design system compliments the existing Peter Rowland brandmark and works as a dynamic component to contain the product name. Expressive bold typography became the key element in the look and feel with white print on clear labels used to great effect. Red and gold colours were brought through collateral and imagery to give a Christmasy feel.
Branded gift tags, tissue paper, ribbons and stickers were designed for wrapping succulent hams & turkeys, fruit mince pies and plum puddings as well as labels for accompanying sweet & savoury condiments. A hero item in the range was the Peter Rowland signature blend of olive oil by Victorian company Mount Zero launched at the Melbourne Cup Carnival.
Strategy and copy writing by Q Strategies.