Sungiven Foods Canada Inc.

Role: Graphic Designer

This was a long term project that was assigned to me when I first started my role as a graphic designer at the company in mid-2020. Since the brand guidelines were still going through a rebranding phase, Sungiven saw this as a good opportunity to rebrand their meat category labels, which included beef, chicken, pork, and other specialty items such as quail.

We went through many different iterations in aiming to create a sophisticated, but playful appearance to cater to our target demographic- females aged 20 - 30. We wanted to let our customers know that our meat is supplied from trustworthy Canadian farmers who take pride in their meats.

The conclusion we came up with, was to remove any unnecessary Chinese copy on the labels so that we can minimize the complexity of the labels and to include cleaner illustrations to evoke a more modern feel. Our priority was redesigning the chicken labels. In doing so, we were able to match the timeline of when we were also getting the new trays for the products so that they can have a polished finish.

At this stage, the design team was still relatively small and so designers would work directly with the product managers to plan out marketing initiatives and label production timelines. In terms of the label design, the request was simple: “To make it bold and highlight the 2 categories for the chicken we carry”.

The first drafts aligned with our newly designed beef labels. It had the “Sungiven” branded dark green as the base and the yellow and orange to highlight the two different categories: RWA and Organic.

However, this concept was quickly revised after seeing how it does not fit with the clear trays the products will be placed in.