--- title: Sara Lee Premium Meats | PKG Branding description: Utilizing a unique consumer first process, PKG revolutionized the Sara Lee deli meats and cheeses to create a new packaging system that promotes transparency --- [![PKG Packaging](https://www.pkgbranding.com/hubfs/PKG%20Jan20%20-%20assets/pkg-logo.png) ](https://www.pkgbranding.com/) [![Hangar12](https://www.pkgbranding.com/hubfs/Hanger%20Image/Hanger-12.webp) ](https://www.hangar-12.com/) [312.870.9101](tel:+1.312.870.9101) # Work | Sara Lee ## Sara Lee Premium Meats ##### Brand Refresh, Consumer First, Food & Beverage, Identity, Naming, Packaging, Refresh Sara Lee Deli has provided high-quality meats & cheese to consumers for years, but regularly faced a battle for the deli case. To combat the challenges of this unique category they had a plan: A reformulated product line offering the same great taste, but a more nutritious profile. Could PKG use this news to create a new deli brand perception? **Consumer First** We audited the marketplace and “met with” deli shoppers in online discussions—identifying their likes and dislikes, what they thought about particular brands and how they shop the category. Through our research, we heard from consumers that the familiar Sara Lee brand ribbon–such important equity on pound cake, cheesecake and pie– could evolve to feel more like a deli brand. **The Solution** On a parallel path, we honed the Sara Lee deli brand story, first building the persona of Sara Lee herself. Many have a picture of who Sara Lee is in their heads, and we found a need to contextualize and contemporize her for a new audience. Having these elements in-hand, we developed packaging concepts that spoke to the premium and healthful feel we were after, and consumers were telling us they believed in. ![SLDeliRedesign01.jpg](https://www.pkgbranding.com/hs-fs/hubfs/assets/images/Work/Sara%20Lee/SLDeliRedesign01.jpg?width=662&height=636&name=SLDeliRedesign01.jpg)![SLDeliRedesign02.jpg](https://www.pkgbranding.com/hs-fs/hubfs/assets/images/Work/Sara%20Lee/SLDeliRedesign02.jpg?width=662&height=798&name=SLDeliRedesign02.jpg)![SLDeliRedesign03.jpg](https://www.pkgbranding.com/hs-fs/hubfs/assets/images/Work/Sara%20Lee/SLDeliRedesign03.jpg?width=662&height=851&name=SLDeliRedesign03.jpg)![SLDeliRedesign04.jpg](https://www.pkgbranding.com/hs-fs/hubfs/assets/images/Work/Sara%20Lee/SLDeliRedesign04.jpg?width=662&height=1000&name=SLDeliRedesign04.jpg)![SLDeliRedesign05.jpg](https://www.pkgbranding.com/hs-fs/hubfs/assets/images/Work/Sara%20Lee/SLDeliRedesign05.jpg?width=662&height=1156&name=SLDeliRedesign05.jpg)![SL image](https://www.pkgbranding.com/hs-fs/hubfs/SL%20image.png?width=529&height=524&name=SL%20image.png) PKG BRAND DESIGN 2045 W Grand Ave, STE B-27332 Chicago, IL 60612-1576 [312.870.9101](tel:+1.312.870.9101) ![PKG Best Packaging Design Agency in Chicago](https://www.pkgbranding.com/hs-fs/hubfs/Screenshot%202025-09-22%20at%2010.33.31%20PM.png?width=722&height=284&name=Screenshot%202025-09-22%20at%2010.33.31%20PM.png) [Request a Free Consultation](https://www.pkgbranding.com/request-a-consultation) [![A Hangar 12 Agency](https://www.pkgbranding.com/hubfs/assets/dev/img/a-hangar12-agency-logo-transparent.png)](https://www.hangar-12.com/) © 2026 PKG Brand Design. All Rights Reserved ![linkedin](https://dc.ads.linkedin.com/collect/?pid=315946&fmt=gif)