Image of Pemberton & Whitefoord LLP's cube box coffee sachet packaging design solution for Japanese retailer, ASKUL. The design looks premium with a white script font on a black background, giving the impression of handwritten notes on a chalkboard.

Tyson

A foodservice packaging design strategy for global leaders in protein, Tyson Foods Inc.

Image of Pemberton & Whitefoord LLP's cube box coffee sachet packaging design solution for Japanese retailer, ASKUL. The design looks premium with a white script font on a black background, giving the impression of handwritten notes on a chalkboard.

Conceptional objective:

Food innovators Tyson Foods Inc. wanted to expand their offering in Europe to continue its legacy with high-quality foodservice products. Under the Tyson flagship brand, the new range of 28 frozen poultry products is to be sold to restaurants, cafés and caterers.

Creative response:

P&W provided clarity for chefs via a stand-out two-tiered packaging strategy, product colour-coding and mouth-watering photography, demonstrating an appetising representation of the cooked product, which P&W art-directed. The two lines cater to a broad range of consumers and include raw, skewers, coated and fried varieties of chicken.

Image of Pemberton & Whitefoord LLP's cube box coffee sachet packaging design solution for Japanese retailer, ASKUL. The design looks premium with a white script font on a black background, giving the impression of handwritten notes on a chalkboard.

Commercial conclusion:

P&W succeeded in creating the new strategic approach for the Tyson range, the packaging for which incorporates a total of 13 languages to help ensure the success of the Tyson brand across all European countries. A catalogue and comprehensive packaging guidelines were also generated.

Image of cute lemon characters on individual blue wrappers for ASKUL. The packaging design solution by Pemberton & Whitefoord LLP features Japanese text.
Image of Pemberton & Whitefoord LLP's cube box coffee sachet packaging design solution for Japanese retailer, ASKUL. The design looks premium with a white script font on a black background, giving the impression of handwritten notes on a chalkboard.

We are delighted with the professionalism and creativity that P&W continue to deliver, their strategic approach is always at the heart their commercially astute branding solutions

Viken Boniekerian, Brand Marketing and Packaging Development of Europe
Tyson Foods Inc.