Organic Package Design
In 2002, Full Steam repositioned the existing Fresh Express Organic line, then known by the brand name “Laurel’s Garden,” by changing the packaging to feature the well-known Fresh Express brand name, logo and signature sunrise design. The Organic line of value-added produce products needed to look like part of the Fresh Express family of salads, yet stand on its own, so Full Steam leveraged the design elements that had the most consumer recognition and applied new illustrations and a bright orange color palette to help the product line stand out on shelf. The re-launched Fresh Express-branded Organic line was well received, and continues to gain strong competitive market position.