Packaging design for Creminelli Fine Meats.

My first assignment when I came to Creminelli Fine Meats as their Creative Director was to redesign their entire line of products and take them from an old Artisan Salami company to a Charcuterie-Grade Snacking company that would appeal to the Millenial and Gen-X consumers. I worked with the marketing team to go over copious amounts of consumer research studies and psychographic data to land where we did. The improved packaging design has led to increased brand recognition within the space.

SALAMI MINIS™

Salami Minis™ was the first new product launch under my tenure as Creative Director. My team was responsible for naming the product, designing the packaging and developing the go-to-market strategy for the new product. The core target consumer for this product was a Foodie Millennial Traveler. This consumer would be looking for a clean label protein snack, easy to grab and go, without having to sacrifice on flavor. The pouch has a satin finish, easily showcasing the 20g of Protein and 0g of Sugar in each back along with other core messaging.

ARTISAN SALAMI

The Artisan Salami packaging design was influenced by the core consumer for this product and the data suggested this consumer was most interested in culinary quality, flavor and transparency. It was important to showcase the details of the product, including the color that indicates the flavor profile of the meat; in this case the whiskey-flavored salami created in partnership with High West Distillery. In order to do so, the packaging design was strategically created for 80% of the product to be visible to the consumer.

SNACK TRAYS

The Snack Trays consumer is more focused on a healthy snack and clean label that has a higher efficacy for satiety. The packaging needed to easily convey there were multiple options based on a flavor profile, even if the meat and cheese combos appeared similar. The packaging also needed to convey the meat was humanely raised and that the Snack Tray was a high-protein snack in a small package.

DELI TRAYS

The Deli Trays live in the deli section of the grocery store. The core consumer of this product line is focused on culinary quality over nutrition-centric claims. There is no color variance within this product line. We featured the Creminelli red and a transparent packaging design allowing for the product to speak for itself while showcasing its freshness and premium quality. When developing this package design, it was important we highlight the 11 National Food Awards Creminelli has won, which is 10 more than most of Creminelli’s competitors. This implies a rich history of delicious meats recognized as being premium quality.

STEIN ERIKSEN LEGENDARY COLLECTION

To commemorate the 30th anniversary of The Stein Eriksen Lodge, we put together a modern version of Stein Eriksen’s ski kit from 1952. We worked with Black Diamond, LTD Optics, Discrete and RAMP Skis, who are all local to Utah where Stein Eriksen and the hotel both reside. The packaging for the re-release of Stein Eriksen's signature goggles was designed to reflect the original package design, paying tribute to the legendary skier. Each was numbered to mark the limited edition run and was signed by Stein Eriksen himself. The limited-edition run of 250 kits created and sold as a package with a stay at the hotel sold out following a single email blast.

PLANET TOYS

Ingrained upon us from a young age, we understand the importance of a first impression. For many consumers, your packaging design is your first impression. It must be carefully thought out and resonate with your target audience. It must capture a consumer’s attention through a strategic mix of creative elements. Packaging design holds the power to influence a consumer’s buying decision and you must know how to capitalize on that. Some of my original packaging designs are still in use today, after nearly 15 years, at major retailers.