Logo & Tagline - This was a conceptual identity project for a fresh foods company that sells prepackaged, pre-chopped dinners, side-dishes, and entertaining dishes. I derived the name, “Modern Donna,” from the 1950s TV show “The Donna Reed Show.” The product allows working parents and couples to fresh-cook dinners themselves without having to spend the time making ingredient lists or chopping up onions.
Packaging Example - This is how the products would be packaged, with the ingredients in plain sight to show their freshness. The wraparound cardboard packaging shows a combination of retro fabric textures with contemporary photography and type treatments - the perfect mix of nostalgia and modernity.
Folding Sell-Sheet Brochure - The brochure would be handed to retailers at trade shows. It would provide pricing and nutritional information for individual products. The pages would also be available in individual sell sheets. The front and back covers illustrate the products in action.
Brochure Front / Back - The brochure would be handed to retailers at trade shows. It would provide pricing and nutritional information for individual products. The pages would also be available in individual sell sheets. The front and back covers illustrate the products in action.
Sell-Sheet - The individual sell-sheets feature specific packages that describe the dish, the nutritional information, and pricing.
Grocery Store Display - The product would be sold in its own proprietary case at the end of grocery store aisles. The case's design also shows contemporary sensibility while also being reminiscent of mid-century streamline design.
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Modern Donna Food Packaging