Revealing that Zest sauces have nothing to hide.
Reviving a practically dormant brand by creating new packaging based on its existing 'Free from artificial anything' claim.
In a crowded market, Zest needed a distinct personality, so we created a team of personalities. With only a key Zest ingredient to preserve their modesty, our band of naturists campaigned on the 'Free from artificial anything' manifesto. Cheekily, the pack asked purchasers to 'See behind for details'.
The packaging range features naive 1950's style illustrations of male and female naturist characters each proclaiming the 'free from artificial anything' message, whilst preserving their modesty with a key ingredient.
Pasta sauce & Pesto range
Each product within the range has a unique character holding a 'Free from artificial anything' sign with an arrow containing the words 'See behind for details' prompting you to refer to the back of the jar.
Back of pack
The characters are found again on the back of the jar, this time displaying the complete list of ingredients, proof that that there is nothing to hide.
A extra bold 'slab-serif' font was chosen to give the brand strong presence on shelf. It was given the same naive distressed edge as the character illustrations. A herb leaf sits naturally in the negative space of the 's'.
The cap was left 'natural' silver.
Character development sketches
Above are some sketches of the characters in development, these characters didn't make it on to pack.