ALLANA GROUP-PREMIER BRAND
PACKAGING REFRESH FOR LARGER SKU OF FROZEN MUTTON CURRY CUTS
Background: Premier, a flagship brand of the Allana Group, has long been present in the processed frozen foods category. Its mutton curry cuts packaging had remained largely unchanged for several years. With the expansion from a 250g pack to a larger 500g SKU, the brand saw an opportunity to refresh shelf presence while retaining strong brand recall.
SERVICES
Packaging Design Frozen Meats
Objective
-
Refresh the packaging design for the 500g format
-
Improve shelf visibility in a competitive frozen food environment
-
Align the pack with evolving packaging aesthetics and consumer expectations
-
Retain core brand colours and recognition
-
Ensure compliance with food-grade packaging regulations
Strategic Approach: The existing packaging, while familiar, had begun to appear dated. In a modern retail environment with increasingly contemporary packaging styles, the pack risked blending into the category.
The refresh therefore focused on two parallel goals:
-
Modernising the visual language
-
Protecting established brand equity
Rather than a radical overhaul, the strategy was to evolve the pack-making it sharper, cleaner, and more premium while preserving its recognisable colour identity.
Design & Implementation: Multiple design directions were explored, each built around a distinct visual approach:
-
A minimalistic layout to enhance clarity and shelf standout
-
Refreshed pattern systems to create visual energy
-
Use of structured icons to improve product communication
-
Controlled use of tonal variations within the core brand colour palette
The design balanced modern retail aesthetics with category relevance. Layout hierarchies were strengthened to improve readability in freezer conditions, while maintaining a premium appearance consistent with the brand’s positioning. All regulatory requirements for food-grade packaging were adhered to, ensuring accurate information hierarchy, compliance standards, and print readiness. The final outcome was a print-ready refreshed packaging design for the 500g SKU.
Outcome
-
Improved shelf visibility for the larger format
-
Stronger differentiation within the frozen meats category
-
Modernised brand perception without compromising recall
-
Enhanced scalability of the design system for future SKU expansions
Conclusion: The Premier packaging refresh demonstrates how incremental, strategically guided design evolution can strengthen brand presence without disrupting familiarity. By balancing modern aesthetics with established equity, the new 500g pack reinforces Premier’s premium positioning while remaining instantly recognisable to its consumers.
PROVEN RESULTS
Same brand equity. New format. A refresh that modernised without alienating loyal buyers.
Premier, Allana Group's flagship mutton brand, needed its packaging refreshed for a new 500g SKU expansion — modernising shelf presence while protecting years of established brand recall. The strategy balanced two parallel goals simultaneously: evolving the visual language and preserving the established colour identity that consumers already recognised.
1
NEW SKU FORMAT LAUNCHED
500g from existing
250g format
4
DESIGN DIRECTIONS EXPLORED
minimalist, pattern, icon,
tonal systems
2
PARALLEL GOALS ACHIEVED
modernised aesthetics and protected brand equity
What We Delivered
-
Multiple design directions were explored — minimalistic layouts, refreshed pattern systems, structured icons, and tonal colour variations — before converging on the approach that best balanced modern retail aesthetics with category relevance.
-
Layout hierarchies were strengthened to improve readability in freezer conditions — a practical consideration that most packaging redesigns overlook but which directly impacts purchase decisions at the shelf.
-
All food-grade regulatory requirements were adhered to, ensuring accurate information hierarchy, compliance standards, and print readiness — removing the risk of reprint or recall after production.
-
The final design created a scalable system: the visual language established for the 500g SKU was built to accommodate future SKU expansions without requiring a redesign from scratch.
: A packaging refresh is one of the highest-risk creative briefs — too far and you lose loyal buyers, too conservative and you waste the investment. We managed that balance for Premier, and the result is a design system built to scale.
