All Gold Tomato Sauce is a familiar favourite in every South African home. But how many of us are aware of the fact that All Gold also produces tinned tomato products, jams, pasta sauces and other condiments? Tiger Brands approached specialist packaging design agency Just Design to help them create portfolio awareness and brand recognition, so as to visually reaffirm All Gold’s position as market leader and to create a solid platform for future innovation.
With acute awareness of the heritage and visual equity in the brand, Just Design drew on their strategic understanding and creative skills to respectfully unpack the brand. Identifying the iconic All Gold Tomato Sauce as the brand’s cornerstone, Just Design looked to leverage upon the elements embedded in the brand; accentuating the red and gold, whilst using the shield device within the label to create a strong ownable architecture. This allowed All Gold to unite its product portfolio and build-on the additional layers of communication required.
A fresh new approach to the on-pack photography that heroes the quality of both the ingredients and product, allowed Just Design to bring the brand’s payoff line ‘Tastes Real Good’ to life, - making the new All Gold stand out on shelf as the market leader it is.
Jenny Wise, Category Marketing Manager: Condiments & Ingredients, Tiger Brands, says: “We are incredibly excited to see the new All Gold packaging on shelf and I’m sure we will be seeing the results in our volumes, brand shares and brand health.” She went on to thank Just Design“… for all the time, effort, passion and patience that went into making this happen”.
The new packs have started appearing in store and form part of the new All Gold brand world.
About Just Design
For over 15 years, Just Design has proven time and again that good thinking leads to great creative. With a national footprint and accounts across Africa, Middle East and Europe, they are the strategic design partners for many blue-chip clients and global brands, and are one of the top packaging design agencies in South Africa.
About All Gold
All Gold is a heritage South African brand that is part of the Tiger Brands stable. It has been around since 1908, with All Gold Tomato Sauce firmly cemented in the lives of all SA consumers. All Gold Tomato Sauce is the undisputed market leader, and the brand as a whole offers sauces, tinned tomato products, jams and pasta sauces.
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