Baxters

A fresh approach for Baxters

Creating packaging for Baxters, one of the country's best-known food companies, was a challenge relished by Navyblue.

When Baxters joined forces with Scottish celebrity chef Nick Nairn to create a range of convenient pan-fry sauces, again aimed at the premium end of the market, Navyblue was commissioned to create the packaging. Visually capturing the Baxters' reputation for producing the finest foods whilst highlighting Nick Nairn's style and originality, the products had a strong shelf presence.

Distinctive packaging, in a style that would create immediate standout in an increasingly cluttered market place, highlighted Baxters' expertise in producing foods that taste freshly prepared. For a seven-strong range of fresh soups, targeted at the premium end of the market, Navyblue photographed the raw ingredients in bowls set against a clean white background. The effect communicated 'soup that is free from artificial colours, flavours or preservatives and which has been freshly prepared for the chiller cabinet'.

Quickly understanding the Baxters brand, Navyblue designed and produced the packaging against tight deadlines in a way that reinforced the products' premium qualities.