DESIGNER

Jamie Loizeaux

PROFILE/DESCRIPTION

Update and redesign the box for Genova Delicatessen, specifically for the Artichoke Ravioli Box. Genova Delicatessen is a Bay Area company based out of Walnut Creek that makes fine Italian Goods. They have a few locations and also sell their products wholesale at local grocery stores. It's a company that prioritizes family values and their Italian roots. 

GOALS

• Make the box more modern and fun
• Make the product feel more authentically Italian
• Make the packaging more eye catching, more enticing for customers to pick up off the shelves
• Show customers what the product inside looks like

PRIORITIES

1. Branding (Genova Delicatessen)
2. Product (Artichoke Ravioli)
3. Brief description of brand

TARGET AUDIENCE

• Families who are making food in servings of 2 or more
• Middle Class folks who purchase frozen foods for meals
• Longtime customers of the brand who already know and love Genova Delicatessen products
• Europeans/Italians who want authentic Italian food they can make at home

BRAND CHARACTER

• Family values
• “Handcrafting Authentic Italian Cuisine since 1926”

COMPETITIVE SITUATION

• Giovanni Rana Ravioli, slightly more affordable, but a much bigger company, not local
• Trader Joe's Ravioli, more affordable, but less authentic