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Building a Master Brand in Egypt and the Middle East

When Edita Foods, a leading FMCG company in Egypt and the Middle East, needed to increase frequency of consumption among current users and induce trial of new users to its confectionary brand MiMiX, the brand team initiated a relaunch. With low brand awareness, the relaunch needed to promote MiMiX as a master brand with products for every consumer taste and texture preference. To convey the young and creative brand character across the entire portfolio, we refreshed the brand

Driving Brand Expansion Through Innovation

On a mission to revolutionize how consumers view frozen food, Shark Tank Alumni Brazi Bites set out to launch its next line of innovative, bite-sized snacks made for American tastes and inspired by Latin American foods. The new line of Empanadas had to build Brazi Bites’ equity, differentiate from competitors and stand out behind freezer doors. Leveraging the brand identity for consistency across the portfolio, we introduced an eye-catching blue to establish a line look for t

Refreshing a Humanely-Raised Farming Pioneer

Refreshing a Humanely-Raised Farming Pioneer

As part of an accelerated growth strategy, the team at Phil’s Fresh Eggs looked to take a more emotional approach in its packaging to better build its unique story and its brand positioning. The new design needed to feel natural and fresh with a focus on taste and nutrition. We leveraged images of the chickens from Phil’s farms to connect with the brand’s rich heritage of environmental stewardship and humane farming practices. The logo was modernized and a new tagline was cre

Hughes Wins 3 American Package Design Awards

Hughes Wins 3 American Package Design Awards

Hughes is proud to announce it has received 3 American Package Design Awards for its work on the Cookie Dough Cafe, Pizzo's Pepperoni Jerky, and Melitta Artisan Pour-Over Coffeemaker Set. Over 200 design firms, design departments and production companies compete in the American Package Design Awards competition, held by Graphic Design USA Magazine. Each year, the competition celebrates the power of package design to forge an emotional connection with the consumer and ultimate

Crafting a Clean, High Protein Line

Crafting a Clean, High Protein Line

Recognizing a consumer shift toward clean labeling and foods, the team at Wellness looked to expand its CORE brand with a new line of offerings for dogs with ingredient intolerance or allergies. The design had to reflect the established CORE branding, while standing out on shelf as something new and different. Utilizing the high protein brand positioning as a guide, we developed a fresh-from-the-butcher design simulating a kraft paper feel and using simple block typefaces. A

Launching a New Adventure

Launching a New Adventure

Named after the Adirondack Mountains in the Northeastern U.S., Adirondack pet food is a family operated and independent pet retail exclusive brand focused on creating tasty, highly digestible and nutrient-rich foods for dogs and cats. Finding its on-pack communication struggling to connect with consumers and increased competition in the market, the brand team looked to holistically refresh its portfolio. To give purpose to the outdoorsy brand name, while still differenti

Seizing a Market Leader Opportunity

Seizing a Market Leader Opportunity

Known for its uniquely soft texture and delicious flavors, Wiley Wallaby gourmet licorice came to a critical juncture in its growth. Driven to be the market leader in Australian style licorice, the brand needed to streamline its package design to build brand awareness and communicate the top product attributes; taste and texture. Research was conducted among gourmet licorice consumers to clarify perceptions, behavior and usage to inform the refresh. The results led to a n

Hughes Wins American Health + Wellness Design Award!

Hughes Wins American Health + Wellness Design Award!

Hughes is proud to announce that it has won an American Health + Wellness Design Award for its work on the MegaFood Gummy Vitamins line. Held by Graphic Design USA Magazine, the competition honors outstanding graphic communication across traditional medicine and healthcare, holistic and alternative healing, healthy lifestyles and nutrition, and the aging of our society. #brandpackaging #awards #graphicdesign #MegaFood #gummyvitamins #vitamin #healthandwellness #graphicdesignU

Slicing into the Growing Jerky Category

Slicing into the Growing Jerky Category

Founded by a trio of friends, Meat Heads Snack Co. creates boldly flavored foods for snackers who aren’t afraid to indulge. Wanting to introduce its mouth-watering jerky to national consumers, the founders looked to build a master brand that could carry future product innovations and a sub-brand to house its unique pepperoni style pizza jerky line. Inspired by a category audit, we created a unique and ownable brand name - Meat Heads, a nod to the founders’ love for meaty

Cultivating a Farm Fresh Product Line

Cultivating a Farm Fresh Product Line

As a pioneer in health and wellness, MegaFood (https://www.megafood.com) provides convenient, real whole-food supplements to its avid consumer base. When consumers requested a line of organic gummy vitamins with MegaFood’s careful consideration to nutrition, the brand set out to create it. The new line needed to differentiate from the competitive set with a disruptive, modern and fresh package that appealed to the target MegaFood consumer. The graphics needed to remain true t

Creating a Tropical Oasis at Shelf

Creating a Tropical Oasis at Shelf

For over 30 years, Anastasia Confections has delighted Florida tourists and residents with its iconic premium confections such as the Choc-o-gator and Coconut Patties. Over time, brand growth through product extensions led to varied brandmarks and packaging styles, causing consumer confusion and limited brand recall. Looking to re-establish its brand equity, tap into consumer demand for all things coconut, and expand sales to a broad range of tropical retail destinations, Ana

The Resurgence of Purple in Branding

The Resurgence of Purple in Branding

In December 2017, the experts at Pantone named Ultra Violet the 2018 Color of the Year for its originality, ingenuity and for inspiring visionary thinking. The color, a dynamic and vivid purple, is a culmination of a shifting resurgence toward the usage of purple in everything from consumer-packaged goods (CPG) to fashion, beauty and home décor over the last few years. Why has this color returned to mainstream consciousness and what is driving brands to actively engage with i

Adirondack Featured in SuperZoo Show Daily

Adirondack Featured in SuperZoo Show Daily

With an over 10,000 person attendance list each year including 1,000+ international buyers, SuperZoo is undoubtedly the most-attended pet industry trade show in North America. It is the perfect stage for brands large and small to garner the attention of the trade with their latest product launches. This year, our friends at Adirondack showcased the launch of its re-positioned brand and new package design by Hughes. As an exciting surprise on Day 2 of the show, The SuperZoo Sh

Love Grown Launches Ancient Grain Granola

Love Grown Launches Ancient Grain Granola

Love Grown, a Denver, Colorado based natural foods company, revolutionized the breakfast category with its unique bean-based cereals. Responding to consumer requests for lower-sugar options that didn’t sacrifice taste, Love Grown owners Maddy and Alex Hasulak set out to create a new line of premium granola that would be both nutritionally-dense and delicious tasting. The new line had to maintain the Love Grown brand essence, leverage the unique ingredient story and clearly di

Breaking the Tablet Mold

Breaking the Tablet Mold

MegaFood chronicles the development of its first gummy vitamin line. Featured in the May 2018 issue of Brand Experience Magazine, MegaFood director of marketing Carol Billings and Hughes BrandMix discuss the brand's years long challenges and successes to launching its first gummy vitamin line. Read more... #MegaFood #gummy #vitamin #supplement #gummyvitamins #branding #packaging #brandpackaging #brandexperiencemagazine #packagedesign

Hughes Wins 2 American Package Design Awards

Hughes Wins 2 American Package Design Awards

Hughes is proud to announce it has received 2 American Package Design Awards for its work on Brach's Candy Canes and Wellness CORE Tender Bites. Over 200 design firms, design departments and production companies compete in the American Package Design Awards competition, held by Graphic Design USA Magazine. Each year, the competition celebrates the power of package design to forge an emotional connection with the consumer and ultimately drive purchase at the moment of truth. D

When is the Right Time to Refresh Your Brand for Measurable Results?

An ascending, declining or underachieving brand often opens the conversation for a brand refresh. At Hughes BrandMix, we have dedicated 30+ years to helping brands exceed their marketing objectives and improve their bottom line. Through our experience, we have found that there are certain critical moments in a brand’s life cycle that favor a refresh to drive results and growth. Defending Against Increased Competitive Pressure Whether it’s private label brands or new entrants,

Mayfield Creamery Recharges Brand With Sweet, New Look

Featured in the June 2017 issue of Brand Packaging Magazine, Ice Cream Marketing Director for Dean Foods Mark Schneider and Hughes Design Group Creative Director Greg Martin discuss the brand's restaging initiatives to restore its southern heritage. Read the full article... #branding #brandstrategy #packaging #brandpackaging #brandpackagingmagazine #packagedesign #icecream #mayfieldcreamery #food

Harvesting a Pea Popping Success

Harvesting a Pea Popping Success

Focused on crafting delicious and healthy snacks, Wat-U-See Foods looked to launch a new snack in the conventional grocery market that could compete with popcorn on flavor, crunch and finish. The result was Popped Chickpeatos. The light and airy green pea and chickpea puffs are packed with protein, popped full of flavor and are certified Gluten Free, Non-GMO and Vegan. To reflect the unique product propositioning of tasty, plant based ingredients, the packaging needed to

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