Princi Smallgoods Packaging Design
Princi Smallgoods is one of Australia’s largest manufacturers and wholesalers of Italian smallgoods. Starting as a family-owned business, after 40 years it became a premium brand in the Genobile Saba stable.
ERD was given the job to update the line’s packaging to help improve performance in a crowded sector, while paying homage to its Italian roots.
Central to the redesign was a new (and cute) Princi piglet to replace the aged illustration. The bold red shape around it suggests a wax stamp, and the typography is easy to read with a friendly retro aesthetic. Wherever possible it is forme cut to protrude at the top of labels, creating both visual interest and product interaction.
We expanded the overall colour palette and refreshed it to be more sophisticated, providing greater versatility across packaging hierarchy and product ranges. Adding to this hierarchy is the way in which typography varies to create distinct range identities.