EatPastry Packaging Redesign

Creative Agency: Freelo Design
Copy Writer: Jeanine Fritz, Jessie Williams
Brand Positioning: Adam Spriggs
Project Type: Produced, Commercial Work
Client: EatPastry
Location: United States
Packaging Contents: Cookie Dough
Packaging Substrate / Materials: Plastic
Printing Process: Color Dyed Plastic + Digital labels

Out in California, EatPastry makes delicious, vegan cookie dough. They asked Freelo Design to help them redesign their packaging so that they could have a better presence on shelf by bringing more of the "wow" factor to their product.

The client wanted a clear concise design to help reflect what they’re all about: veganism, happiness, and deliciousness. They also wanted to maintain their quirkiness while still coming across as a genuine brand. We knew that bright colors would ultimately help consumers quickly understand what variety they are buying, and it also inspires to collect them and buy them all! The challenge was to design something that would appeal to kids and also their mothers, since they’re typically the final decision makers on purchases.

Bright color and monster mouths? we knew it was going to make these cookies shine! And let the mouths speak. Inspired by their previous branding's website, the concept of a cookie monster made a lot of sense and helped bringing the branding full circle. Instead of showing the monsters, we preferred showing only their mouths, suggesting there’s so much more to discover. Adding delicious illustrations of the cookies also catches the eye and inspires impulse buyers.

After only 12 months on shelf, we are proud to say that sales were increased by 20%.

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Suvalan

Creative Agency: UNT Design
Creative and Art Director: Miguel Ferrari Junior
Project Type: Produced, Commercial Work
Client: Suvalan
Location: Bento Gonçalves, Brazil
Packaging Contents: Juice, 100% fruit juice, light fruit juice
Packaging Substrate / Materials: Paper, Tetra Pak
Printing Process: Flexography

Suvalan is a big juice producer located on Vale dos Vinhedos, Brazilian south. The company was founded in 1972 and was the first Brazilian company to produce 100% fruit juice in Tetra Pak packaging.

The challenge proposed to UNT Design was to redesign the entire set of packaging that had been on the market for more than 10 years.

The graphic design concept has the purpose of making the brand and packaging more contemporary and appropriate with the target of each product set.

Each line has on the main face of the packaging the points of distinction, making it easy for the consumer to choose the better juice for their needs.

UNT Design used several graphic elements to make the packaging vibrant and attractive on the shelf, as textures, vibrant and citric colors, sharpen and saturated pictures and information hierarchy to make the packaging as simple as possible to the consumer.

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Naturoney

Creative Agency: lg2boutique
Project Type: Produced, Commercial Work
Client: Les Ruchers Promiel
Packaging Content: Honey
Location: Montreal, Quebec, Canada

Naturoney, the nature of honey
Les Ruchers Promiel tasked lg2 to redo the brand identity and packaging as well as the online experience for its Naturoney brand. The mandate was to showcase the brand’s three product lines (classic honeys, tasting honeys [regular and organic] and apitherapy) with an eye to supporting the company’s expanding business.

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Flora Melange Spreads

Creative Agency: 2YOLK
Photographer: Stelios Tzetzias
Food Stylist: Michael Athanasiou
Project Type: Produced, Commercial Work
Location: Greece

Flora with butter is the brand that introduced the mélange spreads category to the Greek market and is one of the strongest brands in the category.

Flora opted for a targeted rebranding in three directions:
• To embrace “indulgence” codes that typically belong to butter products, in order to highlight the product’s rich taste.
• To highlight the variant’s different uses, based on their butter content.
• To sufficiently stand out from the competition while maintaining the brand’s key visual elements.

2yolk had to make a series of rather strategic moves to result in the new Flora packages.
- Delicious food photographs that indicated the use of every variant, but without overshadowing the characteristic white colour of the packaging.
- A discreet reviewed logo that “embraced” and accentuated the variant names
- And a new design that re-invented the characteristic design brand elements.

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Chloe's Pops Redesign

Creative Agency: TDA_Boulder
Creative Director: Thomas Dooley
Designer: Sayako Minami
Art Director: Haley Garyet
Copywriter: Jeremy Graham
Producer: Kate Osborne
Stategist: Natasha Berwick
Account Director: Paul Seigel
Assistant Account Director: Martha Powers
Photographer: Mark Laita
Project Type: Produced, Commercial Work
Client: Chloe's
Location: United States
Packaging Contents: Popsicles
Packaging Substrate / Materials: Cardboard

In this category, a lot of Chloe’s competitors are making health the design hero.

But people who have a healthy mindset are also looking for something that feeds an indulgent craving. We wanted to create packaging that helped people understand that it’s possible to have a delicious and natural treat at the same time. Approaching the project from that perspective was especially relevant because the Chloe’s brand evolved from the same space. We were able to wrap it all up in a unique design that will move the category forward.

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Before & After: The Naked Marshmallow Co

Creative Agency: Design Happy
Creative Partners: William Jones, Richard Bray, Jon Plumb, Adrian Turnham
Project Type: Produced, Commercial Work
Client: The Naked Marshmallow Co
Location: United Kingdom
Packaging Contents: Marshmallows
Packaging Substrate / Materials: Kraft Board Pillow Pack
Printing Process: Flexography & Foil stamping

Let’s all get Naked!

The Naked Marshmallow Company have re-invented the world of marshmallows with a unique and innovative range of naturally handmade products. Their branding needed to be equally dynamic and encapsulate their light-hearted take on a campfire classic.

Inspired by campfire marshmallow toasting, Design Happy created an iconic crossed sticks marshmallow graphic and amplified Naked's handmade proposition with a simple and understated brand mark. A bespoke pillow box structure with a tent inspired diecut in bright, punchy colours delivered real shelf appeal and standout.

After establishing the Naked brand, Design Happy moved on to include their brave new range extension introducing real marshmallow infused gin and vodka to their portfolio.

The use of textured kraft paper and the copper type belly band evoked premium credentials whilst the wax sealed cap representing the tasty, gooey marshmallow, added the perfect finishing touch.

The campfire camaraderie between Design Happy, the Naked team and print partners Label Apeel ensured creative boundaries were pushed all the way through from concepts to print to achieve superior high end finishes.

The Naked guys have made a real impact on the increasingly competitive start-up food and beverage scene. Listings in Liberty’s, Selfridges, notonthehighstreet.com and a recent recommendation on the Gadget Show has seen a flurry of excitement and more importantly sales.

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Turrón Rebranding

Designer: Sabina Alcaraz
Project Type: Produced, Commercial Work
Client: Turrones Alcaraz Sirvent
Location: Xixona, Spain
Packaging Contents: Turrón and sweets
Packaging Materials: Paper

Turrones y Dulces Alcaraz Sirvent is a tradicional brand of Turrón that elaborates typical sweets of Jijona, a small city in Spain.

Sabina Alcaraz has redesigned the brand and all the products packaging.

In order to achieve that, she wanted to get in to the world of the traditional and typical of the land that gives rise to all products, Jijona. The prints are the protagonists in these Turrón bars. Extracted from cloaks and skirts of the typical costumes,mainly used in Jijona's traditional dance,these drawings dress and deck the nougat out of the conventional design of the sector.

“We wanted to differentiate ourselves within the nougat sector of Jijona and Alicante with a current label design that brakes with already established in most brands”.

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Fuzion Organic

Creative Agency: Saguan Maron
Designer: Carolina Saguan
Project Type: Produced, Commercial Work
Client: Fuzion Wines
Location: Argentina
Packaging Contents: Wine
Packaging Materials: Bottle Glass

Talking about fusion is talking about Argentina: its history, diversity and culture. The re-design is based on the idea of biodiversity, which goes beyond the organic and shows the variety of life. The illustration shows the diversity of species, plants and animals that coexist in the region of Argentina. The aim is to show all the expression of an organic wine in a fresh and natural way.

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Marks & Spencer Formula Range Relaunch

Creative Agency: DewGibbons + Partners
Project Type: Produced, Commercial Work
Client: Marks & Spencer
Location: London, UK
Packaging Contents: Beauty products

Marks & Spencer’s signature skincare range Formula has relaunched. With formulations and product lines both undergoing an overhaul, the retailer once again turned to DewGibbons + Partners to review the positioning then rationalise and redesign Formula’s identity and packaging, following their collaboration on the Josh Wood Haircare range.

Available exclusively from Marks & Spencer stores nationwide and online at Marks & Spencer, Formula includes six skincare collections.

With a vast array of product options that provide solutions for virtually all skincare concerns, DewGibbons + Partners defined the brand’s positioning as ‘Find Your Formula’ – whether you need to smooth fine lines or improve skin elasticity, M&S will help you find your perfect regime. The packaging architecture and the design for each collection has individual touches that appeal to differing target consumers, whilst also providing clear on-shelf and on-pack navigation, allowing them to easily understand they can combine products from any Formula collection to best suit their skincare needs.

The redrawn Formula word marque is a simple yet elegant sans serif font. The letterforms are fine and precise with rounded characters for a friendly feel. The detail in the cross bar of the A adds an ownable element to the logo. To ensure Formula’s large tiered portfolio is communicated clearly to the consumer, the appropriate collection name is always centrally sited below the Formula logo on the bottom third of the pack in a colour-coded band. Taking pride of place on the packs are key words, claims, or percentages that highlight the product’s benefits – tone of voice is friendly, positive, and informative. Colour and finishes are used to distinguish each collection.

Matthew Gilpin, design director at DewGibbons + Partners, said: “Formula now has a clear proposition and branding system. The new design is impactful, consistent and easy to navigate, whether viewed in-store or online. Elevating each product’s key benefit and result gives the entire Formula portfolio a new-found confidence.”

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Godiva’s core range of chocolate bars rebrand

Creative Agency: Pearlfisher New York
Founder and CCO: Jonathan Ford
Founder and CEO: Mike Branson
Creative Director: Hamish Campbell
Design Director: Sissy Emmons Hobizal
Project Type: Produced, Commercial Work
Location: USA

Elevating the everyday: Pearlfisher New York rebrands Godiva’s core range of chocolate bars.

Pearlfisher New York has rebranded and redesigned the core range of chocolate bars for iconic luxury chocolate brand Godiva Chocolatier, creating a design that stands out as the gold standard on shelf.

Godiva is beloved by consumers for their premium yet affordable products and the ‘everyday luxury moments’ they represent. Their offering stands out from the competition, as the brand prides itself on its Belgian heritage and unique, masterful approach to flavor creation. Godiva challenged Pearlfisher New York to elevate the brand in an approachable way – to visually capture and express their point of difference.

To elevate Godiva in a bold and unexpected way, Pearlfisher New York crafted a new design, which reinforces their unique investment in the mastery of chocolate craftsmanship, creativity and quality, and brought Godiva’s fine ingredients front and center, quite literally. The resulting design creates a visually arresting, approachable and appetizing brand expression. A brand new equity for the icon – a chocolate drizzle that reflects the motion of a chef’s hand – was developed to translate the brand’s emphasis on gastronomy, while simultaneously attracting consumers with taste appeal.

Married with a refined color palette, the bars are infused with a welcome and warm elegance, reinforcing Godiva as the choice for an everyday moment of indulgence.

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Woolworths Australia Gold Range

Creative Agency: Boxer & Co.
Senior Designer: Danka Gralik
Creative Director: Mark Haygarth
Project Type: Produced, Commercial Work
Client: Woolworths Australia
Location: Sydney, Australia
Packaging Contents: Various Food
Packaging Materials: Various

Boxer & Co. were commissioned to redesign the Woolworths Gold brand, giving the supermarket’s premium line a fresh look to appeal to customers in the lead-up to Christmas.

Within the portfolio of Woolworths brands, Gold has been repositioned as a seasonal offering for customers. The new design is a modern, multicategory brand, sparking joy and excitement around the key idea of celebration.

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John Barr Whisky

Creative Agency: Cue
Creative Director: Alan Colvin
Designer: Matt Erickson, Nick Brue
Project Type: Produced, Commercial Work
Client: Whyte & Mackay, John Barr
Location: Minneapolis, MN USA
Packaging Contents: Spirits
Packaging Materials: Glass Bottle, Paper Label

John Barr was an award winning Scotch whisky from times past, but the packaging lacked quality cues. Owned by Whyte & MacKay, the John Barr brand asked Cue to redesign in preparation for a re-launch, with new design and improved spirit.

Our proposition “Tradition Forward” inspired a new design for John Barr Reserve (black) and Finest (red) Blends. With a Tradition Forward approach, we evolved the bottle silhouette and retained color references, but pushed the brand boldly forward, embodying a more forward-looking expression to stand apart on shelf.

In the 20th Century, John Barr was widely known in his homeland as a first class whisky man. Traveling the globe as an ambassador of his country’s signature spirit, John Barr is renowned for bringing a richer style of blended Scotch whisky to the world. His namesake whisky honors this legacy, raising expectations once again.

John Barr Reserve Blend is a newly awarded Scotch whisky, having earned its place as the ultimate blended Scotch whisky in its category and price tier at the Ultimate Spirits Challenge 2016. The new brand aimed to support this premium position with a new design. Adding “Since 1881” on the bottle pays homage to Whyte & MacKay’s longstanding whisky credentials. A newly crafted brand expression incorporates a wordmark and monogram along with refined label treatments that balance traditional whisky cues with a more relevant, modern premium expression.

John Barr Finest Blend is the second Scotch in the brand’s portfolio, utilizing the same architecture of elements with its own bold brand color (red).

A variety of applications, from website to point of sale were created to launch the new John Bar brand. “Raise expectations” was used to communicate to those familiar with the brand, or not, that John Barr is worth serious consideration as a newly refined product. The website is expressly simple and premium, using bold color and imagery, both as a backdrop to stage the product and to make a strong brand statement. For the new expression, a new set of brand elements was created, including wordmark, monogram, signature, simple color palette and typography.

The new brand is expressed borrowing from tradition, but boldly moved forward to stand apart.

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Lekar Creams

Creative Agency: studio DEZA
Head of project: Ekaterina Saburova
Art-director: Oleg Schegel
Designers: Olga Baol, Oleg Schegel
Illustrators: Nina Kleopina, Olga Baol
Typographer: Konstantin Biryukov
Copywriter: Julia Bibisheva
Project Type: Produced, Commercial Work
Packaging Content: Cosmetic cream
Location: Russia

Graphic design studio DEZA refreshed the series of the therapeutic and cosmetic cream line “Lekar”. Five most popular SKU of the “Lekar” cream with renewed design are already on sale.

How to attract younger audience to the product with a rich history without loosing those loyal customers, almost elderly? How to find balance between freshness and tradition?

Actualization of brand without loosing its recognition – essence of Refresh brand technology, successfully used by studio DEZA, when making rebranding is risky, and making redesign is senselessly. In case of “Lekar” creams line packagings exactly this approach allowed to achieve the client’s goals: to attract younger customers without loosing those, who are used to the image of the product on the shelf. The second task of the studio was to create the new logic of the creams line, considering the appearance of the novelties in future.

Firstly the corporate character of the “Lekar” cream was changed. From straight and severe he became positive and charismatic: his look became kinder, the color spectrum – warmer, he got attributes of Russian healer. The character remained the same, but now he is also kind.

The tracing of the product’s name was changed towards more traditional, but at the same time clean and laconic. As the base the example of the fist Russian printed books type was used. Geometric patterns, based on Old Russian ornaments, symbolizing the sun, sown field, seeds etc., were created for each type of cream packaging

The series of illustrations of the key components in the style of botanical directory became the main identifier of the species of creams in the line. Corporate colors of the packaging remained the same to save common “color spot” on the shelf.

The product became clearer, notable and more attractive for women over 35, at the same time it saved its tradition and recognition.

Five renewed “Lekar” packagings have already took place on the pharmacy shelves and also appeared in “Okay” and “Lenta”. Soon the rest creams of the line will be produced.

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Cremax Redesigned

Creative Agency: Starbrands de México S.C
Project Type: Produced, Commercial Work
Client: Gamesa
Location: Mexico City
Packaging Contents: Cookies
Packaging Materials: Plastic

Cookie brand Gamesa, being at the forefront of its market and always delighting its customers with top tier innovation, had the pleasure to renew its Cremax product line image.

The challenge was to achieve a design that depicts the great experience the product has offered its customers since its origins, in order to highlight it´s fantastic flavor, multiple layers and delicious taste.

The result of this new redesign, is a mouthwatering modern look and feel, with an all new restyled package that is clearly distinctive and eye catching . The task was not easy, as it was fundamental for the brand to keep the current loved and well positioned image of Cremax, but with a cutting-edge twist that we are sure all consumers will love!

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TIA MARIA Restyling

Designer: Stefano Pellegrini
Project Type: Produced, Commercial Work
Client: ILLVA Saronno S.p.A.
Design manager (Bormioli Rocco S.p.A.): Gabriele Cossu
Location: Saronno, Italy
Packaging Contents: Liqueur
Packaging Materials: Glass, Paper

THE PRODUCT
Tia Maria is a dark liqueur made originally in Jamaica. The storytelling of the brand dates it to the 18th century, and it's origin from a recipe given from a noble woman to her nurse Maria. The main flavour ingredients are coffee beans, Jamaican rum and vanilla. The product is mainly consumed by a female target that drinks it in cocktails. So both his story both shis consumption has a feminine characterization: that is something to remember in the restyling.

GLASS RESTYLING
For the first time the new restyling, is about both the glass and the label. The brief requires to make a more modern bottle and to put the branding higher, because now is pressed down by the current shape of the bottle. The creative idea of the glass, starts from a bottle of beer from Parma, which affects me for its original shape, that from a square base, becomes round on his shoulders. With this example, I ask the Bormioli glassware to create a more curvy and sexy shape.

LABEL RESTYLING
The label is an academic restyling. The old label's shapes are transformed into two shape overlapping. They are united not in the center, to move the visual weight to the left, and animate the total label figure. The logo is on the black and appear almost as was printed directly on the glass. The bottom is framed by a golden line that is in opposition whit the gold barrels in the top, added to recall the rum.

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Vitako Melted Cheese Redesign

Studio: Ohmybrand
Project Type: Produced, Commercial Work
Client: Vitako
Location: Russia

Redesign of the packaging for the melted cheese Vitako
Different varieties of Vitako cheese have been on the Russian market for a long time, people know them. However, because of the current design of the package, this product has not been perceived as tasty and high quality cheese. Having studied the category and the history of the brand, Ohmybrand decided to maintain continuity but at the same time to make the package brighter, more appetizing and easier to notice on the shelf.
New packaging shows the future breakfast that looks delicious and varied. And if you put several packages in a line, it has a look of an endless sandwich, which stands out well on a shelf of a noisy supermarket. An appetizing food group demonstrates some options for a delicious breakfast with Vitako. A quick breakfast doesn’t need to be boring! You can add ham, herbs or something of your own choice to the cheese – and let the breakfast be delightful!

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WHITE BIRCH Vodka Redesigned

Designer: Yevgeny Razumov
Visualization: Pavel Gubin
Project Type: Produced, Commercial Work
Client: Alcohol Siberian Group
Location: Moscow, Russian Federation

Nowadays it's rather difficult to invent unique shape of bottle or unique element in alcohol design which wouldn’t have analogues. One of the main tasks in the redesign if vodka “White birch” was to find this uniqueness which would be unordinary, interesting and organic to general design concept. And at the same time it should have protected product from numerous clones and fakes now as well as in the future.

Spherical lens , deepened inwards the bottle became such an element. In spite of interesting visual effect of image refraction, it became some tactile element in the design. It arouses desire to touch it and, in my opinion, nowadays it’s one of the most important aspect for consumer to choose renewed product on the shelf.

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Willie's Cacao - Core Single Estate & Flavoured Bars Ranges Redesigned

Creative Agency: BrandOpus
Creative Director: Paul Taylor
Design Director: Edward Clark
Project Type: Produced, Commercial Work
Client: Willie's Cacao
Location: London, UK
Packaging Contents: Chocolate

Award-winning chocolate brand Willie’s Cacao has unveiled a new design across its core single estate and flavoured bars ranges.

Having established the existing brand design in 2012, BrandOpus was challenged to build on the success and growth of the brand by refreshing the design to reflect the individuality and personality of the products and ranges. As the portfolio has grown over the years into a world of flavours and inclusions, the design has evolved to reflect the individual cues inherent in each product experience. This level of craft and detail needed to be introduced into the proposition of the core single estate range.

The redesign aims to elevate the look and feel of the single estate origin by introducing personality that reflects the cacao’s unique characteristics. The emphasis of the descriptors has changed from country of origin to focus on a more specific provenance of each cacao to enhance the sense of discernment and appeal for true chocolate connoisseurs seeking an authentic cacao experience. The bright and colourful decorative embellishments reflect the destinations where Willie’s adventures led him to discovery the wide array of cacaos that make his chocolate so distinctive.

The importance of single estate was also reflected in the design for the new Milk of the Stars, a single estate milk chocolate using a bean from Indonesia with intense caramel notes. This will sit alongside the existing Milk of the Gods Rio Caribe creamy milk chocolate with its nutty notes so bringing the whole discovery that different beans taste different to milk chocolate lovers too.

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Beyond Meat Redesign

Creative Agency: Bulletproof
Project Type: Produced, Commercial Work
Client: Beyond Meat
Location: New York, USA
Packaging Contents: Plant-based protein

The New York office of strategic brand and packaging design agency Bulletproof has created a bold new visual identity and packaging design for Beyond Meat; a plant-based protein brand with ambitious plans to change the way the world ‘meats’.

As we enter a new era of wellness with proactive health increasingly playing a key role in life, interest in plant-based protein is ripe among carnivores and vegetarians alike. With its delicious range of plant-based burgers, beef crumbles, and chickens strips, Beyond Meat is aiming to take things to the next level in the category by boldly delivering “The Future of Protein” to consumers: all the taste, texture, aroma and satisfaction of the traditional meaty dishes they love with the health, environmental and animal welfare upsides of plant-based protein.

Across the brand’s products, including the highly anticipated Beyond Burger—currently enjoying a very successful launch—there was a goal of bringing visual cohesion and consistency to ensure consumers could easily navigate the range. Taking the findings from a strategic review of the brand, Bulletproof was tasked with creating a design that would also elevate the brand’s bold and witty tone of voice on pack, while creating real stopping power on shelf.

Working from a strategic visual platform of ‘Dig into Fulfilment’, Bulletproof created a number of design concepts that celebrated Beyond Meat’s center-of-plate offerings using dramatically shot, mouth-watering food photography within a design architecture featuring Butchers shop visual language, adding credibility and sumptuous flavor cues.

Dialling up the brand’s core equities, the final design concept features a bold brand mark with Beyond Meat’s signature fork featured within the rustic stamped typography and crowned by the veggie animal symbol.

Bulletproof comments: “The shopping routine for plant-based products has long been a series of sacrifices… both the food and its packaging are devoid of flavor, character and any sense of enjoyment. These shelves are ruled by a sterile aesthetic, which favors lifeless white backgrounds and tasteless, staged food photography. We sought to shake up that status quo with a bold style that serves up a real-food experience. All the new Beyond Meat brand equities encapsulate the essential essence of the farmer’s market…the engaging tag device, the boldly stamped typography and the magnetic food photography. It’s time to change how the world ‘meats’."

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Green Sheep Water

Designed by Green Sheep In-House
Project Type: Produced, Commercial Work
Location: USA
Packaging Contents: Still and Sparkling water
Packaging Materials: Aluminum

Green Sheep Water is “bottled water but waaaay better”. Its flagship product is still water sourced from a glacial aquifer that comes in 100 percent recyclable aluminum bottles that offer a better end-of-life prospect and keep plastic out of landfills and oceans. Aluminum is the most recycled and most recyclable beverage packaging material available, with recycling rates that are twice as high as plastic, glass and even cartons. Aluminum is also infinitely recyclable, meaning that it doesn't lose quality or volume in the recycling process so the same material can be used over and over again.

Green Sheep Water has just completed a redesign of their still water label. This redesign was paired with the simultaneous launch of their new sparkling water product, which comes packaged in equally eye-catching aluminum bottles that complement the still water design and are completely unique to the category.

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