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Bold, Appetizing Packaging for New Tyson Product in Europe

The new range of 28 products for foodservice uses strong black branding for the Speciality tier and ‘confident’ red for the Core, along with mouth-watering photography and a clear window to the product.

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Earlier this year, Tyson Foods, Inc. approached full-service creative agency Pemberton & Whitefoord (P&W) with the challenge of designing the packaging for a new range of frozen chicken products for the Tyson flagship brand, to be launched in the European Foodservice market.

Tyson wanted to expand its offering in Europe to continue the brand’s legacy with high-quality foodservice products, helping businesses, distributors, and chefs. The new range of 28 frozen poultry products is to be sold to restaurants, cafés, and caterers. The two-tier range—Speciality and Core—caters to a broad range of consumers and includes raw, skewers, and coated and fried varieties such as Southern Fried Crispy Chicken Mini Fillets and Coated Chicken Schnitzel.

After conducting market research, considering 2020 market trends, and studying packaging innovations, P&W produced and presented diverse creative solutions to the Tyson team.  

P&W’s design thinking behind the chosen concept was guided by five key principles:

1.  To capitalize on consumer recognition of the Tyson brand

2.   Bold color coding for strong product and range delineation

3.   Mouth-watering photography to entice consumers

4.   Unified incorporation of 13 languages

5.   Product visibility via windows into the product

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