Packaging Design

Gold Winner for Birds Eye in Southern Cross Packaging Design Awards

As part of the curriculum during the Diploma of Graphic Design at TAFE Queensland East Coast all students entered this prestigious national competition, along with more than 400 other students Australia wide.

With 6 briefs on offer, I chose to design a premium “Family of Packaging” across all three of Birds Eye’s product range – Fish, Vegetables and Potato. The project took several months, researching the history and innovation of Birds Eye and it's existing range, studying competitors and different options on how to package a range that would be eye catching and stand out from the rest.

The Gold winners were flown to Melbourne by their sponsors to attend a cocktail party where the National Industry Packaging Award winners were to be announced. Simplot/Birds Eye invited me to their head office in Melbourne the following day to present my designs to their brand managers, and talk about the process and my inspiration.


Premium Birdseye Selection
Birds Eye Premium Fish
Birds Eye Premium Potatoes
Birds Eye Premium Vegetables

Prepress Artwork

Print Ready Artwork - Fish
Print Ready Artwork - Potatoes
Print Ready Artwork - Vegetables


Media & Online

Sunshine Coast Daily Media Release

The PCA Website : Birds Eye Wins


"Sarah has ticked every box this brief asked. Her design has created a space that allows the packs to stand out from competitors – whilst belonging in the same family. The pack design created is a unique shape that boasts excellent and effective imagery. The labelling on pack meets the industry standard and is supported by excellent photography. All round, an excellent solution."

The Judging Panel