Bag Package Design
Misionero asked Full Steam to develop a brand and packaging for a whole-leaf new product. At the time, no other companies were marketing whole leaves as lettuce wraps, so it was critical that the name, logo and packaging all maximize the first-to-market opportunity and clearly identify the product’s intended use, which would not necessarily be obvious to consumers.
Operational constraints dictated that the product be packaged in plastic bags rather than clamshells. Because the product would also be merchandised alongside packaged salads in the case, the packaging needed to stand out from surrounding products to be noticed and identified as different from a bagged salad.
Taking advantage of the product’s unique shape, Full Steam recommended the name Lettuce Jammers™. Other names reminiscent of boat shapes were considered, however Jammers™ was chosen because the client liked that it was catchy and totally unique from any other products in the produce category.
Full Steam designed a bold logo that suggests the intended use of the product with a colorful illustration of a lettuce leaf wrapped around the product name—symbolizing the stuffing of a leaf. Full Steam used cool, crisp colors to signify the freshness of the product.
For the Lettuce Jammers™ bag, Full Steam used strong colors that would reproduce well flexographically and “pop” off the shelf.