CASE STUDY

The Challenge:

When South Australian Gourmet Food Co. (SAGFC) wanted to launch a new line of heartier, chunkier soup varieties, they came to me to evolve their existing packaging in a way that would make this extension stand out on shelves.

The Solution: 

Back in 2017, I originally created SAGFC's packaging system centered on the idea of "helping you in the kitchen creating beautiful, healthy food." The design features signature elements like:

• Hand-drawn illustrations 

• Gourmet food styling  

• A black & white colourway

• Logo inspired by the shape of South Australia

For the new chunky soup range, I kept those core branding elements but added a bold, colour-coded panel that immediately differentiates it from the regular soup pouches. The contrasting colour allows the "Chunky Soup" name to take prime real estate, while still integrating with the existing packaging design.

The Result:

The new vibrant panel makes these heartier soup varieties pop on shelves, capturing shopper attention and appetite appeal. It's an easy visual cue to discover the satisfying textures within.

At the same time, the evolved design stays true to SAGFC's brand story of using premium local South Australian ingredients and promoting a sense of "gourmet goodness" for everyday meals.

From farm to pouch, this packaging celebrates the brand's local roots while introducing an exciting new product range that's both wholesome and filling. A win-win for SAGFC and their customers!

Be sure to look for the chunky soup pouches at @woolworths_au, @drakessupermarkets, @foodlandsupermarkets, and @igastores. And stay tuned, because there are more products in the pipeline!