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
What Makes This Trend Stand Out
- 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.
- 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.
- 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.
Sectors Adopting This
- 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.
- 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.
- 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.
