BergmanCramer conducted extensive research prior to beginning the redesign of Raybern’s sandwich line. One of the outcomes was the creation of a range of positioning platforms. To reflect the improved product profile and authenticity of Raybern’s Sandwiches, we updated the package architecture, including a simplified logotype and a flavor tag that combines all product communication in one place. We also created new photographs of the sandwiches, placing them in an environment to improve appetite appeal.