# Tough Sports Packaging Dick Stevens Targets Those Who Push Themselves By Jamie Danielle Munro | Published 2014-05-01 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dick-stevens References: [thedieline](http://www.thedieline.com/blog/2014/4/29/dick-stevens-extreme-snacks) & [theoryhouse](http://www.theoryhouse.com/) Dick Stevens Extreme Snacks is targeting those with a thirst for adventure and a desire to eat well. To meet these goals, branding agency Theory House put together a package to reflect the type of demographic the business is going after. Images from outdoor adventure sports have been used as the backdrop for the packages, such as BMX biking and surfing. Each picture is done in a raw, black and white style that reflects the tough attitude needed to take on these types of activities. To entice onlookers as to what's inside the package, Theory House left part of the package see-through, so as people could easily see the contents. If you're someone who loves cross-fit, there's a good chance you'd be a fan of Dick Stevens too. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 67% | Activity: 42% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Adventure-inspired Packaging:** Opportunity to create packaging that appeals to adventurous consumers by using images and designs from outdoor adventure sports. - **Raw and Edgy Branding:** Opportunity to develop raw and black-and-white branding that reflects a tough and fearless attitude for products targeting adventure seekers. - **Transparent Packaging:** Opportunity to incorporate transparent elements in packaging design to showcase the product and entice consumers. ### Who This Affects Most - **Food and Beverage:** Disruptive innovation opportunity: innovating packaging design and branding to target adventure-seeking consumers. - **Retail:** Disruptive innovation opportunity: creating unique packaging solutions that stand out on shelves and attract adventurous customers. - **Advertising and Marketing:** Disruptive innovation opportunity: exploring bold and unconventional branding strategies to appeal to the daring and adventurous consumer segment. ## Related on Trend Hunter - [Athlete-Celebrating Snack Packaging](https://www.trendhunter.com/trends/cracker-jill-packaging.md) - [Nutrition-Focused Protein Product Branding](https://www.trendhunter.com/trends/pure-protein-branding.md) - [Transparency-Focused Rebranding Campaigns](https://www.trendhunter.com/trends/scotts-protein-ball.md) - [Better-For-You Snack Branding](https://www.trendhunter.com/trends/unique-snacks.md) - [Freeze-Dried Meal Brand Refreshes](https://www.trendhunter.com/trends/mountain-house1.md) - [Vibrant Better-For-You Snack Packaging](https://www.trendhunter.com/trends/betterforyou-snack-packaging.md) - [Better-For-You Snack Packaging Redesigns](https://www.trendhunter.com/trends/betterforyou-snack.md) - [Healthy Snack Rebrands](https://www.trendhunter.com/trends/eat-real-snacks-1.md) - [Retro Snack Rebrands](https://www.trendhunter.com/trends/back-to-nature-1.md)