Updating and modernizing a leading brand

With consumer awareness at a high, Birds Eye was ripe for a brand refresh while introducing game-changing innovation.

Answering the needs of busy families, Birds Eye created Steamfresh, a new easy-prep microwave product that steamed frozen vegetables right in the bag.

First, we updated their brandmark to make it more contemporary, without sacrificing its primary equities. Then we moved to the package, celebrating the marriage of taste, health and convenience.

Our audience insights identified that consumers were inspired by simple food images that conveyed freshness and convenience – freezer to microwave to table.

To educate the consumer on usage and product benefits we highlighted the key point-of-difference that the product steams in the bag.

Shortly after launch our work gained significant attention: recognition by IRI as the second best new product for the Food & Beverage category, a coveted feature in the Brand Packaging Design Gallery and an AmeriStar Award by the Institute of Packaging Professionals.

The range expanded from 9 SKUs to over 30 in its first year and is now in excess of 100 SKUs.