Description:

Pure Burgers is Silver Fern Farms’ first foray into the frozen burger market, a move to upend the status quo by bringing a premium product, created from the world’s finest cuts of grass-fed red meat, into a category that usually skews down market.

Pure Burgers are all about the simple things, done right. Fresh, natural, honest ingredients combined with care and pride in what they’re made of. Thing is, they’re in the freezer aisle, where people expect lower quality for the sake of convenience. We needed to counter people’s preconceived expectations. We needed to show that these burgers offer quality and convenience – without compromise – so that consumers can create their own delicious burgers at home, without settling for less. We also needed to convey a sense of stand-out clarity and confidence from New Zealand’s premier red meat company, Silver Fern Farms.

To translate this into packaging, we drew inspiration and design cues from the fresh, natural, pure ingredients. The packaging combines simplicity with direct typography to convey confidence and transparency in the goodness of the product while clearly standing out from all the clashing complexity in the freezer aisle. A sense of premiumness is highlighted through the pared-back visual style, where less means more. Embodying visual characteristics akin to ‘pure’ ingredients and products, in a similar vein to premium natural skincare. Balancing this with a confident yet calmly characterful messaging style that further highlights the confidence in quality – in having nothing to hide.

The packs also include a clear callout to Meat The Need charity, donating $1 for every pack bought – further highlighting how there’s nothing added to these burgers, except for a little bit of kindness.