Innovative pack design from Brother gives Farrah’s top-shelf appeal
Farrah’s wraps have quietly grown into market leaders in the flatbread category since their launch in 2010.
Farrah’s wraps have quietly grown into market leaders in the flatbread category since their launch in 2010. But the sector is undergoing a transformation. Although not yet at US levels, where wraps and tortillas outsell sliced white bread, NZ’s demand for wraps is exploding. The action has brought in a vast number of competitors, sparking Farrah’s to conduct a major brand review with Brother Design (Brotherdesign.co.nz). The result is a whole new look and strategic approach, evident in the packaging, in-store presence and communications.
The pack design, in particular, breaks new ground. Debbie Hyde, Design Director at Brother, believes it to be unique. “We needed the design to not just stand out, but actively encourage purchase”, says Hyde. “The aim is to inspire people. Give them the confidence to use the wraps a little more adventurously. So the delicious-looking photography is almost a recipe: you can see what to do at a glance. And the design uses a clear window to show the actual wrap under the photography, making fantastic results seem that much closer.”