In researching the epicure market, we discovered that people bought on sensory and visual emotions. Given the company’s desire to be in upscale, high volume retail markets such as Neiman Marcus, Bloomingdale’s, Barney’s, etc., we decided it needed to have a very elegant, tailored “boutique” kind of style. Since there was a family of products, we wanted to keep the overall look the same, but somehow portray each brand’s distinctive flavor and entertaining attributes. Therefore, we played up the brand name and created illustrations to convey the dining experience of that brand. Once the packaging premiered, sales increased by 400%.