A family salad brand gets a fresh, confident makeover.

Founded in 1978 by Italian brothers Joe and Nick Barone, Zenith Nurseries is a family-run business now led by their sons, Frank and Jack. Joe’s Pride, their salad brand, needed a design refresh and a launch into catering-sized Washed & Ready to Eat bags.

The challenge was to update the brand while respecting its heritage, create a bold and confident look, and make each salad mix easily identifiable. We worked closely with Zenith to design packaging that showcases the fresh leaves with a contemporary, yet rustic charm. We kept the blue colour scheme for historical reasons and to match existing cardboard outers, opting for sustainability over new printing. Strong secondary colours and large product descriptions help each salad stand out, leading to new customers and increased sales. So, Joe’s Pride is back, looking fresh and confident, ready to win over salad lovers everywhere!