Gastraval: packaging design for prepared food dishes
Redesign of packaging for ready meals company
Gastraval is a Valencian company located in Catarroja that has been dedicated to cook prepared food dishes since 1984. For more than 30 years, this company, founded by Manuel Velarte, has been dedicated to the Mediterranean gastronomy, selling its cooked rice to providers from all over the Valencian Community.
In 2013, the new owners of Gastraval wanted to change the corporate image of their semi-finished products in order to relaunch their brand. Therefore, from Pixelarte we worked on the restyling of their packaging, so that the brand could have a more current and readable image. To do this, we carried out an art direction in product photography, so that the new images reflected all the essence, flavour and nutrition of each dish.
On the other hand, we chose a colour code associating one for each rice, so that it would be easier to identify them on the supermarket shelf. Likewise, we developed a series of illustrations and pictograms to indicate the instructions for use and preparation of each dish in Spanish and English, as well as its main ingredients.
The objective was to create very simple and attractive visual guidelines, with the aim of making Gastraval the brand of choice at the point of sale.
What did we do?
· Creative direction