Edna: Frozen Vegetables Packaging Design Range

Rebranding with a Retro-Chic Twist

AMPRO DESIGN, led by Creative Director and Designer Irinel Ionescu, along with Junior Designer Raluca Popan, successfully reimagined the packaging for the Edna frozen vegetables range. The goal was to infuse the brand with personality and create a memorable visual identity.

The packaging design features a plastic foil with six colors, including CMYK and two Pantone shades. The dimensions of each package are 235 mm x 170 mm x 15 mm, providing ample space for the vibrant design elements.

The project began in the middle of 2012 and the products were launched in February 2013. Throughout the design process, AMPRO DESIGN conducted extensive research on packaging and branding in both foreign and Romanian markets to ensure the final design would resonate with consumers.

The revamped packaging for the Edna frozen vegetables range received recognition for its excellence and innovation. In 2014, it was awarded the Silver A' Design Award in the Packaging Design category. This prestigious accolade is bestowed upon designs that demonstrate exceptional expertise, creativity, and technical prowess. The Edna packaging design stands out for its strong visual appeal and ability to evoke positive emotions and wonder.

Photography for the packaging was done by Paula Feodor, while Raluca Popan contributed illustrations to bring Aunt Edna to life. The project also involved the expertise of Ana Poiana in project management and Danubiu Birzu in prepress.