Brandhub Addresses the Unique Challenges of Chicken Packaging with New Design for Countdown

Chicken is the most common type of poultry in the world, making it a competitive market for brands to succeed in. Effectively branding chicken products calls for clever product packaging and creative packaging design. Brandhub recently revamped Countdown’s fresh whole chicken range with a new food packaging design, improving the appearance and quality of the product.

Being a perishable food that supports the growth of micro-organisms, chicken needs to be packaged in a way that protects it from contamination. Modern-day meat and poultry packaging regulations require packaging to be flexible, strong, lightweight, odourless, hygienic, resistant to the hot and cold, resistant to oils and fats, resistant to gases, be low-cost, and have a good sealing capability.

Brandhub had to consider these technical issues when redesigning Countdown’s product packaging, while also communicating the brand’s unique image and the necessary information for consumers. In the past, food was sold without packaging in markets and shared between neighbours, but now the law requires precise nutritional information printed on food packaging. Consumers also want to know exactly where their food comes from, as they become more concerned about the ethics of meat production. For this reason, Brandhub made sure to include the weight of the chicken, where it was raised, the cooking time, and basic nutritional information, all on the front of the packaging.

First introduced to New Zealand in 1773 by Captain James Cook, farmed chickens in New Zealand are now consumed at an annual rate of over 37kg per person. With an increase in demand and production, there became more competitors. To make Countdown’s chicken stand out from the rest, Brandhub designed new product packaging to communicate the idea of a barn raised, wholesome chicken. Convenience has become another key factor in product packaging, so Brandhub made sure the packaging was leak-proof and oven ready. By combining the technical with the creative, a fabulous new packaging design was born. For all creative product packaging needs, contact Brandhub.