Unlike other packaging titles, which simply provIde templates to copy, this book enables designers of all packaging types to create 3-D packaging forms that are specific to their needs rather than based ...
By Will Burke
Every banana aspires to be a Chiquita, but what if Chiquita wanted to be known for more than great bananas? As brand designers, we relish the opportunity to help a well-known company launch a product that extends the brand into new market territory.
With their new Fruit Crushie, Chiquita took a bold step into the competitive fruit snack market with a drinkable, 100% crushed fresh fruit snack in a single-serving bottle. The concept tested well and proved capable of creating a whole new niche between fruit snacks and fruit beverages.
With product development complete, Chiquita sought the expertise of Brand Engine, a brand strategy and packaging design firm based in Sausalito, CA, to help conceptualize the Fruit Crushie’s position in the marketplace, develop the brand story, and complete the packaging design. The only requirements were to work with their proprietary, 100% recycled plastic bottle and to draw upon the Chiquita heritage of delivering freshness and taste.
Before design exploration can begin, Brand Engine completes a discovery and strategy phase to understand the market, identify the target customer and establish the product’s core essence. Three questions are answered: Who am I? What am I? and Why am I right for you? The sooner in the process you answer these three questions, the clearer the product offering and the more successful the results. With the Who, What and Why answered, the package designer’s work has clear direction.
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