Founded by third-generation bakers, P28 Foods is all about changing the game in food products. When it launched its P28 high-protein spread last year, the company needed a package redesign and a decoration method to go along with that notion.
Originally, the high-protein spread was packaged in a peanut butter style jar and wasn’t well differentiated on the shelf, according to Jeff Prince, director of operations at P28.
“We were searching for something unique, exciting and high quality that screamed pick me up! If the consumer picked up the jar just to feel the difference in the structure, we knew this would ultimately lead them to reading about our product and its benefits,” said Prince.
Samantha Juna, package design manager at TricorBraun looked at a variety of shapes, closures and different deco methods including labeling vs. shrink sleeving the bottle, but the turning point came when the design team agreed to play up the sports angle and differentiate from a regular peanut butter jar. The team explored surface changes, more pronounced textures and athletic silhouettes, but eventually went toward a nutraceutical design.
According to Molly Fuehrmeyer, graphic design manager at TricorBraun, “The goal was to highlight the attributes of the shape of the bottle, and we were confident that a shrink sleeve would be the best deco method to capture the vignette on the arch.”
The product was launched in the summer of 2015, and in 2016, the package design won the PAC Global Leadership silver award in the food & beverage brand revitalization category.
TricorBraun orchestrated the process with multiple outside suppliers. The bottle is manufactured by Pretium, the stock closure is from PANO, and the shrink sleeve is done by Metro Label. The bottles are filled by P28 and can be found in retail stores across the US and Canada as well as online.