Valley Fine Foods

Product Packaging | Marketing Materials

Valley Fine Foods was in the process of bringing a new line of business to retail grocery outlets, while maintaining a strong presence in wholesale outlets. What started as a simple line extension quickly morphed into a number of new product designs, a social media marketing campaign, and a design solution for poor user experience.

Pasta Prima Frozen Spinach Ravioli is sold in every Costco in the United States, as well as in Mexico, Canada, and Japan. As a large driver of revenue, changes to this packaging had to maintain the look, while allowing the brand to grow in the future.

Organic Spinach and Cheese

Faced with the opporunity to redesign a poor selling item, it is important to envision the life cycle of the product. Knowing how people used this product was instrumental in the creation of design. The refreshed look turned this item into the #2 selling item.

Organic Spinach and Cheese

Sold as a dual-pack in wholesale markets, our research indicated customers were likely to use one package and put the other in the freezer for later. As seen in this slide, the remaining pack leaves half of the label visible, with most of the relevant information split. Changing the labeling could result in a better secondary experience, when folks would head to the fridge/freezer.

Organic Spinach and Cheese

The new design splits the label in such a way that all of the relevant information is on both labels, maintained brand presence on each label, and increasing the overall label footprint coverage on the package– all while creating a better user experience. By thinking past the point where the consumer picks up the product and makes a purchase, and instead focus on how the product is used, you can create an experience that help.

Sales Sheets | Collateral

Facebook | Website

Conference Displays

In addition to helping grow wthe marketshare for Pasta Prima, the parent company—Valley Fine Foods—launched other products for wholesale markets. This included a series of pre-marinated, raw, peel and deveined frozen shrimp.

Our team developed the brand name, the package design, and ran the product photo-shoot.

Organic Product Package

Multiple items sell in Costco

Developed new products

Lead the design of superfood product lines

Private Label Expansion

Oversaw the development of multiple private label offerings.

what we did

Creative Direction

Package Design

Team Lead

Line Development

Collateral Design

Art Direction

Full service marketing