"PBD developed an identity and package design system for this emerging San Francisco-based producer of handcrafted gourmet meals delivered to your home. With constantly changing menus and ingredients, a versatile package design system was required. A simple, clean, but sophisticated brand identity was created to convey Wally's contemporary, upscale gourmet proposition. Since everything from Wally's is hand-packaged in clear, sealed, stand-up pouches, a double-sided label was developed to attach at the top, allowing full view of the delicious food within. A color palette was chosen to delineate each of Wally's four menu category offerings: Soups & Starters, Entrees, Sides and Desserts. For efficiency, one master label works for every item in a category through the use of simple, easily-updated add-on laser printed stickers. Individual stickers display the date, ingredients, exact reheating instructions and are attached to master labels before delivery."