Familiar and comforting names are bestowed on the pre-packaged vegetable, engaging with consumers in a unique way.

Australian design agency Black Squid Design created innovative cauliflower packaging for Hills Fresh, a family-owned vegetable production business in South Australia. The packaging, which has won several awards including the Adelaide Advertising and Design Club Gold Chair, features one of four names. The names, Doris, Bob, Doug and Shirl, were carefully selected to evoke a sense of nostalgia, reminding consumers of their parents' or grandparents' generation. Corresponding copy with serving suggestions accompanies each name. Doris, for example, ‘can be a little shy, but once she's mixed with other vegetables in a stir fry she becomes the life of the dish.' The packaging succeeds in fostering a personal, emotional connection to what might otherwise be considered a boring vegetable.

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