CHARAL
Protect and reveal quality
The challenge
The need to upgrade Charal’s perceived quality, while remaining an everyday brand, in a context of a « less but better » trend towards eating meat.
Our solution
A complete overhaul of the brand identity, product architecture and packaging design of all Charal products.
A hebdopack, a proprietary opaque packaging technology that protects but hides the product, transformed into a medium that ‘reveals’ the quality of the meat by a simulated transparency, giving access to a magnified product visual, now coming with a product identity card that highlights all the brand’s expertise.
The storytelling around the selection, preparation and butchering of the meat has been strengthened and extended to the back of the pack and beyond.
The new visual identity system was rolled out across all product ranges, from fresh to frozen, including the newly created deli range, via the ‘La Conserverie’ sub-brand.
