The new packaging design for the full range of Newman’s Own brands includes pizza boxes and tells the personal stories of some of the children who have benefited from the company’s philanthropic mission.
Founded by beloved actor and racing driver Paul Newman, food company Newman’s Own is known for its philanthropy; 100% of her after-tax profits are donated to Newman’s Own Foundation, a private non-profit organization that nurtures and changes the lives of children. face adversity. Since its inception in 1982, the company has donated more than $570 million to children.
With a new packaging design (first previewed in September), Newman’s Own brings the brand’s influence to life by featuring profiles of some of the kids who benefit from the company’s mission. The back of a box of four Thin & Crispy pizzas now features photos and stories of six children who attended Paul Newman’s SeriousFun Children’s Network (SeriousFun), an adaptive summer camp for children with serious illnesses.
Newman’s Own Margherita Pizza packaging is represented by siblings Gabe and Angelica from Florida. “The purpose of the new packaging, especially through stories about children supported by its gifted partners, is to convey the brand’s commitment to helping children and help consumers better understand what they get when they buy Newman’s Own products.” ”
Children highlighted include siblings Sarah and Akim from New York who appear on boxes of Italian sausages and raw pepperoni pizza; Clayton of North Carolina, on boxes of raw pepperoni pizza; siblings Gabe and Angelica from Florida, on Margherita pizza. box and Ohio Sophie on a four-cheese pizza box. Each story is accompanied by a QR code that consumers can scan to access the video interview with the kids on the package. By next summer, Newman’s Own will release the remaining pizza packaging, as well as packaging for other product categories, primarily lemonade, biscuits, coffee and dog treats, in more profiles if space permits.
Brothers and sisters Sarah and Akim from New York are pictured on a box of Italian sausage and raw pepperoni pizza. The personalized packaging is part of a larger Newman’s Own initiative that includes redesigning the packaging of the entire product range. According to Malcolm-Manyara, the company’s main goal in repackaging was to modernize the brand and make it more relevant to shoppers in today’s retail environment. Creative consulting agency Turner Duckworth and illustrator Helen Green collaborated on the project with Newman’s Own, who updated Newman’s image in the brand’s logo, and Fanny Gentile for ingredient images and illustrations on the back of the package.
The new design is complemented by an original color palette that Malcolm-Manyar says is a bright, upbeat interpretation of the brand’s original colors. “The turquoise color on the packaging is unusual, unexpected and fresh, complemented by sunny yellow to create a contrast with the main color palette,” she explains. “The second palette is fresh, bright and expressive. She is inspired by natural ingredients and food to celebrate Newman’s Own’s delicious products. Her delightful illustrations are inspired by the food ingredients and the kids’ craze on the back of the package, bringing kids extra interest, fun and connection to delicious food and Newman’s Own packaging.”
Sophie from Ohio is featured on a Four Cheese pizza package. The typography has also been updated with a modern typeface chosen to better resonate with younger consumers and stand out on the shelf. “The two main fonts on packaging are Reckless and Fellix,” explains Malcolm-Manyara. “Reckless is a sociable serif typeface that brings a friendly and human warmth to the font, while Fellix is a geometric no font that complements Reckless and achieves harmony in the application.”
Malcolm-Manyara said consumer feedback on the new design has been overwhelmingly positive since the pizza box debuted in September. For example, one consumer said, “Your new brand is so funny! We (hear emoticons) all your products! grocery store?” she shared. “Of course we think everyone will agree that Paul Newman has always been handsome, but we appreciate your thoughts on the new logo.”
Post time: Jan-04-2023