Positioning a brand as the choice for quality in commercial and consumer markets
L&A has collaborated with Frieling USA since 2009 on messaging, packaging and catalog design for multiple product lines, including the company’s baking, cookware and coffee and tea offerings. We defined key values and updated messaging to position Frieling as the choice for quality among consumers and commercial buyers. This included more focused communication of the features, functions and benefits that are most salient to Frieling’s respective target markets. Most recently, we worked with the company to update packaging for the brand’s best-selling line of French presses, bringing the product into alignment with its position in the market and differentiating it from competitive offerings in an increasingly crowded segment.
Packaging Design + Prototyping