The Challenge: Create an Innovative & Sustainable Package

Backyard Farms is known for producing the tastiest tomatoes in the market, picked at the peak of ripeness and delivered to grocers within one day. Their fresh, local approach is at the core of their brand, and the tagline, “Grown not too far from here,” perfectly reflects their commitment to quality and proximity.

However, in a competitive market where packaging plays a key role in consumer purchasing decisions, Backyard Farms faced a challenge. The brand needed a packaging solution that would:

• Preserve freshness during shipping and storage.

• Display the tomatoes in their unique bundle of eight, moving away from bulk sales.

• Align with their sustainability goals while maintaining the integrity and quality of their product.

• Attract attention on crowded retail shelves.

To solve these challenges, CIULLA ASSOC was brought on board to redesign the packaging for Backyard Farms' tomatoes, combining sustainability, functionality, and brand values.

The Approach: Packaging Ideation

CIULLA ASSOC worked closely with Backyard Farms to develop a packaging solution that would reflect the brand’s core values of freshness, locality, sustainability, and quality. This approach required balancing several key factors: functionality, eco-friendliness, and visual appeal. Here’s how we approached each of these areas:

1. Structural Design: Protecting Freshness and Displaying Uniqueness

The most immediate challenge was developing a structural packaging design that would keep the tomatoes protected during shipping and handling, while still showcasing their natural beauty. Since Backyard Farms chose to sell their tomatoes in a unique set of eight, this required a custom design that supported that specific packaging structure.

We used die-cuts to create a custom-fit tray that held the tomatoes securely in place, reducing the risk of damage while maintaining an attractive presentation. The design allowed the tomatoes to be stacked and displayed efficiently in retail environments while protecting them from bruising during transport.

2. Sustainability: Eco-Friendly Materials

As consumers become more environmentally conscious, sustainability in packaging is no longer optional—it’s expected. Backyard Farms was committed to eco-friendly practices, so CIULLA ASSOC prioritized the use of recyclable, biodegradable materials in the packaging design.

We selected a craft paper substrate for the packaging, which is 100% recyclable and offered a natural, rustic appearance that connected to the brand’s values of local and farm-fresh products. The choice of this material not only communicated sustainability but also gave the packaging an authentic, high-quality feel.

3. Branding: Communicating the Brand’s Story

The next step in the process was ensuring that the packaging design conveyed the right message to consumers. Backyard Farms’ identity is centered around being local, fresh, and sustainable, and we worked to integrate these core values into the design.

• Branding Elements: We used bold typography and a clean design aesthetic that emphasized the product's freshness and local roots. The “Grown not too far from here” tagline was prominently featured to reinforce the brand’s regional focus.

• Natural Imagery: We included illustrations of tomatoes and farm elements, which helped communicate the farm-to-table nature of the product while enhancing the overall aesthetic.

• Sustainability Messaging: Clear symbols on the packaging indicated that the materials used were eco-friendly and recyclable, appealing to the growing consumer base seeking environmentally conscious products.

4. Awards and Recognition

The innovative design didn’t go unnoticed. The unique die-cuts, sustainable materials, and integrated branding caught the attention of industry leaders, and the project was honored with two major awards:

• Pentaward: Recognizing the packaging for its innovative design and functionality.

• Dieline Award: Acknowledging the integration of sustainability, aesthetic appeal, and brand messaging.

These accolades not only validated the design but also helped Backyard Farms gain exposure in the competitive world of food packaging.

The Results: A Stand Out Package

The partnership between CIULLA ASSOC and Backyard Farms yielded impressive results. The new packaging design helped position Backyard Farms as a premium brand in the tomato category, aligning perfectly with their commitment to fresh, local, and sustainable farming.

Key Outcomes:

• Increased Retail Visibility: The new packaging design immediately stood out on store shelves, drawing attention to the unique tomato bundles and creating a stronger retail presence.

• Enhanced Brand Awareness: The refreshed branding, along with the clear sustainability messaging, helped Backyard Farms differentiate itself in the competitive tomato market, gaining recognition as a high-quality, eco-conscious choice.

• Improved Sales: The combination of functional packaging and strong brand messaging resulted in a measurable increase in sales and a loyal customer base.

• Sustainability Recognition: As consumers become more conscious of their environmental impact, Backyard Farms' commitment to eco-friendly packaging resonated deeply, helping the brand connect with the sustainability-minded shopper.

The Takeaway: The Importance of Effective Packaging Design

This project demonstrates that packaging design is far more than just a vessel for a product. Well-thought-out packaging can transform a brand’s image, boost retail performance, and create a lasting emotional connection with consumers. For Backyard Farms, the packaging redesign didn’t just protect their product; it helped tell their story and connect with their audience in a meaningful way.

At CIULLA ASSOC, we understand the critical role of packaging design in the CPG (Consumer Packaged Goods) sector. Whether you're a startup or an established brand, we work with you to create innovative, sustainable, and functional packaging solutions that not only protect your product but also build strong brand identities that resonate with consumers.

Contact Us to Elevate Your Brand

If you’re ready to make your product stand out on the shelf with impactful, sustainable packaging, CIULLA ASSOC is here to help. Our team specializes in creating memorable packaging experiences that drive sales, elevate brands, and appeal to today’s eco-conscious consumers. Let’s work together to bring your vision to life.