The Baobab packaging design by Martin Barley speaks to those who have a thirst for adventure.
"The idea was to create a believable extension to their already existing product range," states the designer on Package Inspiration. This was the challenge: to ensure the newly branded fruit went with the same aesthetics as the already existing company identity. Barley did a good job with this, using the same coloring and overall look from other products. However, he placed the fruit front and center on the package so that consumers would know the contents, and also placed the words "add to your adventure" at the top. This helps to encourage people to think of this fruit as fuel for the outdoors, and adopt a healthy lifestyle which is what the brand would like.