Apr 29, 2013

Perfect packaging starts with color

Tony Treadway

There is an art and a science to packaging. The greatest test of its failure or success is in the supermarket.

We’ve just completed a project for Nice Blends. This North Carolina company has just launched Texas Pete® Sweet Potato Fries that combines the goodness of North Carolina sweet potatoes and the spiciness of a great North Carolina hot sauce. The challenge for this project was to make the package design, destined for the freezer case, to stand out from the competition and clearly state what makes these fries different at just a glance.

Account executive Trinity Lancaster and Jason Headrick, the art director, teamed on this project and their first step was to visit nearby supermarkets for a peek at the competition. Two dominant colors that would compete for consumer attention were a sweet potato orange and a white upscale design. Our philosophy is to go were there is no competition for color and the choice was a classic black. Jason utilized Texas Pete® branded logo in red and used the brand’s classic hot sauce bottle design as a cut out as if the heat had burned through the bag to reveal delicious sweet potato fries waiting for the dinner table.

Too frequently packaging intended for supermarkets fails to “pop” off the shelf. With roughly 22,000 items competing for the shopper’s attention, there is no greater challenge that to visually set a unique color background that varies from the competition and tell why the product is different and valuable to the end user. Next time you face a packaging challenge, look at the competition and set your own path to grab attention on the store shelf. Congrats to Trinity and Jason on a perfect package design.

Tony Treadway


President & CEO

Regarded in the advertising and PR industry as a top strategist, Tony is considered one of the most respected marketing minds in the business, especially in the $600 billion foodservice industry. As president, he leads Creative Energy in serving a variety of regional and national accounts in the textile, hardware, building materials, electronics, nuclear power and health care markets.