Alimo's Frozen Range - Duplonetwork

Alimo’s Frozen Range

May, 2021

Food & Drinks

Alimo’s Frozen Range

"We were inspired by the joy and love of good, easy-to-cook food; Barbecues with friends on sunny days and delicious dinners with family as food brings people together as a community."

Joana Brazete - Senior Graphic Designer

The brief

In May 2021 we designed another project for Alimo, belonging to the MAFRICOM group. A project that we are very proud of as it is much more than a branding/packaging design job for a brand, it's a project aimed for the community.

For the major launch of a product or a range of products, it is necessary to plan in detail the impact we want to have on the community, how we present ourselves and how we distinguish ourselves.

Approach

Faced with the competition with great authority in the sector, with some established and recognized brands by the consumer, how can we launch a new range of frozen products that will change consumer behavior?

This was the question we asked ourselves for some time. And the answer lay in the need for a visual that would make the packages stand out on the shelves and draw attention, as well as a visual identity system for the entire range, capable of facilitating the identification of the various products.

Read full project

“Alimo’s frozen range is made for the hot dog lovers and the pasta enthusiasts, the ones who like traditional food and the ones who prefer modern cuisine.”

Read full project

Portfolio view

Frozen-range products for everyone, everywhere

The inspiration for this project comes from the motto: Alimo’s frozen range is for everyone. A range of products that can please different types of consumers, easy to prepare and that can be accompanied by whatever preference of each one.

With very strong food competition (several competitors; striking and well-known visuals), market research is always a key part of this type of project: knowing what exists, what is already being done and recognizing opportunities in the market.

Given the diverse range of products, it was essential, in a first step, to design a universal background layout, with the most important elements in the packaging. To maintain an association between the different types of products and the different qualities of protein, a system of solid and vivid colors was built, including some playful stickers. In addition, there was a concern to strategically use a secondary color (orange), representative of the Alimo brand, to positively contribute to the branding of Alimo.

Another key point in this packaging design work was the representation of the product in a seductive format, showing the product in the final version after cooking and ready to eat. For example, in the case of sausage products, we created a three-dimensional illusion effect by placing an image of grilled sausages, perfectly aligned with the product inside. This small (big) detail gives a powerful highlight on the shelves, grabbing the consumer's attention, to the detriment of competing products.

After all this base was created, it was important to activate the customer's frozen food line, through the creation of the most diverse materials, always in line with the playful and fun nature of this line. From posters and billboards to in-store activation materials such as decorations, tasting stands and wobblers, or even badges, aprons, tote bags and other products that can provide irresistible brand empathy.

Next project

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