With an extremely loyal consumer base, strong brand values and heritage, it was important that the new pack would still be recognizable as Miracoli. A current barrier to purchase was that the product was perceived as artificial and processed.

The solution reflects Miracoli’s new positioning of natural simplicity.

The dominant yellow on the original pack remains but is combined with a soft wood background texture to reflect the idea of a warm, homely kitchen table where food is enjoyed and shared. The logo typography is more modern but still instantly recognizable, and the red and green stripes now appear on the plate.

The food photography is fresh and real, and the styling simple and modern.

On the shelf, the way the plates are viewed alongside each other is impactful, bold, iconic. Different coloured wooden backgrounds make finding the product you want easy.