 |
"Cookie" Carton Signals "High-End" Soup - January 1, 2004Brand Packaging MagazinePaperboard cartons, some with unusual shapes, are appearing in upright freezers. When Blount Seafood Corp., Warren, R.I., launched its Signature Soups line of restaurant-quality frozen soups, it chose a carton shaped like a gourmet-cookie box to help communicate the product’s premium quality. The line, launched in December 2003 includes several flavor varieties: Southwest Shrimp & Corn, Gourmet Lobster Bisque and New England Clam Chowder. A boil-in-bag containing the product is visible through a “B” shaped die-cut on the side of the carton. To stress the product’s quality, graphics on the carton’s front panel feature a blue-ribbon seal with Blount’s corporate logo - a styled "B" - in the center. Trion Communications designed the packaging. “We positioned ourselves, on this box, with three main messages for the brand,” says Todd Blount, President of Blount Seafood. “One, we’re seafood experts. Two, we understand gourmet restaurant-quality soups. And three, we have a strong history.” The quality seal, the "Restaurant Quality" tagline and the use of "Blount Seafood" rather than “Blount” on the front of the box communicate the three messages. Further, a glossy tri-fold enclosure packed with the product provides details on the company’s history, which extends back to 1880. Adding to the package’s distinctive look is the carton’s gourmet cookie-box shape. A gable-top-like structure crowns the rectangular carton. The company has high hopes for this carton, supplied by Packaging Products Corp. “Our goal is for people to start thinking of this style of box for soup the way they think of cans for soup,” Blount says. Where to go for more information… - Packaging design services. At Trion Communications, contact Jennifer Toone at 401.453.3100, ext 105 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it - Shaped paperboard cartons. At Packaging Products Corp., contact Ted Heidenreich at 508.997.5150 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it Article courtesy of Brand Packaging Magazine. |
