John West has been a fixture in many Australian lunchboxes and kitchens for the better part of half a century. Whilst the core John West canned range of products holds significant share of shelf, Landor, Australia’s leading branding consultancy was tasked with creating a new brand identity to help increase consumer awareness of the pre packed chilled Seafood category.
“The packaging design needed to better convey perceptions of quality and freshness, while continuing to reassure consumers of John West’s commitment to sustainability,” said Senior Brand Manager, Kristie Ellerton.
The redesign is a significantly more contemporary look and feel for the John West Chilled portfolio. The focus on fresh ingredients delivers stronger appetite appeal whilst more clearly communicating John West’s expertise in delivering ‘The Best’ for consumers.
“The more premium, yet simple packaging really heroes the superior ingredients making the range more appealing to consumers.”
Tasmanian Atlantic Salmon, Scottish Trout and New Zealand Squid are just some of the species within the range which also includes contemporary flavour profiles. The new John West Chilled range is currently being trialed in Coles stores throughout VIC and TAS, with the national launch planned for October this year.
In addition to the packaging redesign, Landor have supported the in-store consumer product trial with the design of a branded point of sale stand which will feature in selected Coles stores throughout the trial period.
“The packaging redesign will help John West to bring more consumers into the pre packed chilled seafood category, by offering a range of superior products which make seafood quick & easy to prepare,” concluded Ellerton.
John West Chilled Senior Brand Manager: Kristie Ellerton
Design: Landor Melbourne
Photography: Louis Petruccelli
Food Styling: Leanne Bennett-Jones