Pure Equator freshens up Fresh for Oz chef

Leading Australian chef and restaurateur Neil Perry is to unveil a visual identity and packaging for his Fresh range of dressings and condiments, with design by Nottingham consultancy Pure Equator. The range, which will roll out across supermarkets in Australia over the next few weeks, includes sauces, mayonnaise, salad dressings and marinades.

Following its appointment without a pitch six months ago, Pure Equator was briefed to create something ‘different and innovative’ for this sector of the Australian food market.

‘We felt we needed to refresh the Neil Perry Fresh image, with a more contemporary design that would leap out from the shelves and attract consumers,’ says Dave Young, brand director for Neil Perry.

David Rogers, creative director at Pure Equator, says that the logo and packaging were previously old-fashioned and did not ‘exude freshness’. ‘Australia is very different from here; they are about ten years behind and these designs are very innovative for the country. This is Perry’s actual range, it is all his recipes and we wanted to reflect that freshness. This is also why we used the sun rays for the logo,’ Rogers adds.

Once the range is in stores, Perry is set to launch a brand review to decide whether the identity can be rolled out to other materials, such as menus in his restaurants.