Project: Packaging redesign
Frigorifer, the Romanian leader in frozen vegetables commissioned Ampro to design Edna, a mainstream frozen vegetables brand created for the traditional trade.
After conducting a brand audit, we realized that the name “Edna” has no meaning for the consumer and that the packaging is missing personality.
The big idea was to create a character: Aunt Edna (starting from the woman name Edna).
The brand identity is now centered on Aunt Edna’s figure and the packaging design has a friendly and retro-chic look and feel; The product is visible as it is displayed on more than 60% of the front of pack.