Packaging can be a funny thing. Design something to look old, and people will appreciate the vintage look. Leave a design alone for too long, and the design doesn’t become vintage. It becomes old. That was the fear of Land O’Frost, a leading deli brand with nationwide distribution. The company was concerned that its packaging, which had been largely unchanged since the 1990s, had become outdated.
To fix things, the company didn’t throw out its existing design and start over. Its changes are more subtle than a complete overhaul. Some of the primary elements have been left alone, and the net result is a package that is more contemporary but still familiar to its consumers.