Update the packaging design for Egypt's first air chilled chicken, Temry - modern, high quality, lively

Temry

https://www.facebook.com/Temry.Chicken

Temry (logo is in Arabic)

Egypt's first air chilled chicken. Highest quality available in the market

Temry is an existing poultry brand in Egypt, offering fresh and frozen chicken in all possible cut offerings. We offer world class quality that is the highest quality available in the country. Customer feedback has been great. Recently, since we started to perform more marketing activities we have been seeing many downsides to our identity, so the objective of the revamp is to push for a more attractive, modern, and eye catching package.

Mainly famales; ages 24-60. Upper and upper middle class.

The brand’s target audience are upper and upper middle class consumers between the ages of 24 and 60 who appreciate quality and are always looking for the best options available to them; customers who don’t mind spending a little extra for the peace of mind of knowing that they are purchasing high quality/hygenic products.

Again, the redesign should exude the high quality of the brand while still looking up to date and fresh.

We need a redesign of the current design of our frozen bag - our frozen products are sold in bags with a window (See "Temry fronzen.pdf" attachment).

We want you to:
- Liven it up
- Modernize it
- Keep our brand recognition

Our current pale blue needs to be changed to something a lot more vibrant. As of now, it’s too pale and doesn’t catch one’s eye from afar.

I would still like to see some elements of the original package but I don’t mind if those certain elements are modified to better suit the revamp. Overall, something that pops more and really grabs the attention of the customer while exuding the brand’s quality.

When initially creating Temry we took a few elements into account:
1. The existing brands in the market’s color usage and how we can stand out between the current packages
2. Creating a design that is overall different than what’s currently available—allowing us to be easily differentiated amongst our competitors on grocery store shelves.
3. The design was meant to play off of Temry’s anchors:
a. Clean, fresh chicken
b. Naturally grain fed = delicious, healthy chicken
c. Never imported—purely local from our own farms
d. Top health and safety standards
e. Family heritage

Once again, the goal for the overall look is something that consumers will still recognize as Temry whilst somewhat portraying the brand’s anchors and simultaneously standing out on super market fridge shelves.

The Arabic wording on the front (other than the logo) means "Chicken Fillet". The English and Arabic text that appears on the packaging is in the "Temry.pdf" file attachment.

There are four main competitors in the Egyptian market; I’ve attached images for each. As you can see each brand has its own distinct color theme:
• Koki: Green label for their fresh, raw products (blue for their further processed products)
• Shahd: Red label for their fresh, raw products (don’t offer frozen)
• Sabeel: White label with blue plates with black and red text
• Watania: Mix of orange and purple for fresh and frozen products
• Atyab: Yelow base color, only offer further processed products

Major “don’ts” are using base colors of our competitors or keeping the same faded background used now. We also would like to stay away from black design elements or backgrounds or any redesign that has absolutely no commonality between the old design and the new design.

21cm height x 35cm width