88 Acres’ Seed Butter Debuts New Brand Identity from ROOK/NYC
Grace Mahas — April 8, 2022 — Marketing
88 Acres, the Boston-based food company, recently debuted a new seed butter brand identity refreshed by Independent Creative Agency, ROOK/NYC. The goal of the new packaging was to set product expectations, drive taste appeal, drive trials, and educate the consumer. The new design features a color palette that speaks to the flavor cues while the playful brand voice underscores familiar terms.
Mark Christou, Founder & Creative Partner, ROOK/NYC, commented on the new launch, stating: “The challenge here was how to help the consumer quickly and confidently understand what the product is. By integrating the smooth, delicious-looking Seed Butter within the label on the jar, we’re helping negate consumer confusion and ambiguity around the product. This redesign to the butter line will be a big step in further helping 88 Acres to grow beyond the natural channel into more of an iconic mainstay in the conventional snacking category.”
Image Credit: 88 Acres
Mark Christou, Founder & Creative Partner, ROOK/NYC, commented on the new launch, stating: “The challenge here was how to help the consumer quickly and confidently understand what the product is. By integrating the smooth, delicious-looking Seed Butter within the label on the jar, we’re helping negate consumer confusion and ambiguity around the product. This redesign to the butter line will be a big step in further helping 88 Acres to grow beyond the natural channel into more of an iconic mainstay in the conventional snacking category.”
Image Credit: 88 Acres
Trend Themes
1. Color-driven Packaging - Designing new packaging that utilizes specific colors to convey flavor profiles and set product expectations presents an opportunity for food companies to stand out on shelves and engage with consumers.
2. Brand Voice Reinvention - Investing in a playful brand voice that utilizes familiar terms and language can differentiate a company's product and build brand loyalty among consumers.
3. Product Education Initiative - Creating new product packaging that emphasizes education and trial through explicit product details can help food brands boost their recognition and build trust among consumers.
Industry Implications
1. Food and Beverage - The food and beverage industry can use the concept of using color profiles for their packaging and play with language to build brand loyalty and recognition.
2. Retail - Retail companies could use education-based packaging strategies by investing in labeling and artistic designs that emphasize product details that lead to more informed shoppers and can boost their bottom line.
3. Design - Design companies can help businesses reinvent their product branding to appeal to consumers by creating unique packaging designs through the use of color, brand voice and innovative educational initiatives.
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