Nalley
The Challenge
A Recipe for Confusion
Nalley, a regional Northwest brand that produced a wide range of canned foods and condiments, needed an update to the look of its packaging; line expansions over the years had only served to dilute the brand’s shelf presence. GIRVIN was hired to redesign the packaging for their product lines to create a stronger impact in the grocery aisle.
The Solution
A Familiar Flavor
We looked into the soul of the Nalley’s storytelling, heritage, and design vocabulary to build out a new, more richly layered array of dozens of SKUs. Our recommended strategy was to leverage their regional heritage as a favorite Northwest brand. To this end, we enhanced the brandmark, created custom typography, utilized new product photography, developed a substrate illustration as a consistent, holistic packaging recognition tier, and helped define a program for line extensions that led to much greater visual impact and recognizability on shelf—which boosted sales for decades of consumer purchasing power.
Strategy
Identity
Environmental
Illustrations
Packaging
Type Design
“
We have had a very successful relationship with the GIRVIN team, and I can highly recommend them. Part of the reason for the success is that they “think like marketers” instead of mere designers. My experience has been that there are many design groups that can develop aesthetically pleasing results that might not appropriately capture the essence of the brand and its position in the marketplace. The GIRVIN team thinks strategically and pragmatically, and really understands the brand and competitive set before embarking on a project. They have been true partners”