Alexia
Package Design
Results: 82% Consumer Preference vs. Previous Design
Alexia® partnered with Truly Creative to update their entire core line of frozen potato products. Eager to maintain their strong market position and attract new consumers, Alexia proactively sought ways to enhance relevance and broaden their appeal. While the brand already ranked high in their commitment to better-for-you, clean ingredients, consumer research revealed an opportunity to further improve upon appetite appeal.
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The new photography leans into an approachable culinary vibe, complete with an underlying piece of parchment paper scattered with herbs and seasonings. Natural lighting highlights the products' crispy and delicious textures, raising the overall appetite appeal to new heights.
The typography also underwent a comprehensive refresh to better convey the products' carefully crafted attributes. Noteworthy callouts include a nod to the recent air fryer preparation method trend and a vegan seal targeting Alexia's health-conscious audience.
Key brand equities, such as the dominant use of white and vibrant flavor colors, were retained for their proven shelf visibility and resonance with the Alexia buyer. Additionally, an authentic, linen texture was brought into the flavor band, which added warmth and sophistication to an otherwise clean layout.
The Alexia refresh maintains the brand's established look and feel while incorporating subtle yet impactful changes that align the packaging with the distinctively delicious and creatively crafted products inside.
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