Near East RedesignRebranding Near East with an Authentic and Worldly Story
The goal was to rebrand Near East with a more authentic and worldly story that elevates the brand and taste experience without feeling overwhelming or complicated to prepare. Previously, Near East had strong appeal with natural consumers but failed to evolve a strong point of difference versus competitors. The Near East redesign infuses the brand with elements of storytelling: elevated taste appeal, ease of preparation, brand trust and authenticity, and establishes the brand’s credentials.
The new Near East design, created by PepsiCo Design & Innovation, sets out to establish the brand as the most inspired natural choice for authentic, easy meal creation. The redesign focuses on enhancing the brand's visual language and increasing brand equity recognition.
To achieve this, the designers crafted a henna-inspired pattern that radiates from the brand, giving it a global feel and anchoring the storytelling aspect of the design. This pattern not only adds visual interest but also reinforces the brand's authenticity and trustworthiness.
One of the key strengths of the new design is its enhanced appetite appeal. The packaging features a direct macro shot of delicious grains, showcasing the product's quality and taste. The inclusion of key ingredients further reinforces the brand's commitment to providing a premium and flavorful experience.
The Near East redesign has been recognized for its excellence and creativity. In 2019, it was awarded the Bronze A' Design Award in the Packaging Design category. This prestigious award is bestowed upon outstanding designs that demonstrate resourcefulness and contribute to quality of life improvements. The Near East redesign stands out for its incorporation of best practices in art, science, design, and technology, making it a worthy recipient of this accolade.
Project Details and Credits
Project Designers: PepsiCo Design & Innovation
Image Credits: PepsiCo Design & Innovation
Project Team Members: PepsiCo Design & Innovation
Project Name: Near East Redesign
Project Client: PepsiCo Design & Innovation