Display Retail Cartons
As part of its packaging redesign project, River Ranch decided to introduce a new family of display retail cartons constructed of unbleached kraft material, which would be used for its commodity products and new family size bagged salads.
The new carton design needed to reflect the choice of a simple material and minimal color palette while mirroring the color scheme and messaging components from the product packaging. The kraft print process imposes its own set of printing limitations, so all copy and images had to be executed to allow for press tolerances and the specified kraft colors.
For the commodity packaging, Full Steam applied a one-color version of the newly designed commodity logo, created by Full Steam and a simple, two-color band, reminiscent of the band applied to the commodity wraps, to cleanly communicate the River Ranch brand and the freshness of the carton contents.
The DRC for the club store products picked up the color from each family size bag to communicate the product name, nutritional callouts and other pertinent user information. A color that slightly contrasted with the kraft material was used to create a background texture using imagery extracted from the club store logo.
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