Food

Field Notes: Sweetheart of a Snack

Posted: February 28, 2013 by
Linda Casey

 

THE PRODUCT
With its silver, standup pouch, Oloves aims to change the way consumers think of snacking and olives. Recognizing that it can be difficult to eat olives on-the-go in their traditional packages—bottles and cans, Oloves took a different approach. The brand uses a silver foil, stand-up pouch to maintain the fruit’s flavor and freshness without the need for excess liquid.

Each package contains 12 to 14 pitted, Mediterranean olives, which works out to be about 50 calories per pack or more accurately, two 26-calorie servings. The standup pouch with its deep-tear notch makes it easy to open even in confined places, such as the economy section on an airplane.

The pack is such a good fit for in-flight dining that, Oloves founder Matt Hunt reports, it’s now being served by United, Continental and JetBlue. It’s also sold at Barnes and Nobles, BJ’s, Cost-Plus Markets, H-E-B stores and online at Amazon.com, where the majority of reviewers are obviously smitten’ with Oloves and its packaging.

But what do package designers think?

 

THE VERDICT
Oloves is a great idea with a powerful positioning. The lovely package with a memorable and powerful illustration on the front delivers the brand’s message and definitely stands out.
What I really love about this package is the brand identity system. It’s so lovely designed and so flexible that it can clearly differentiate flavors by changing a single color.
Andreas Kioroglou, founder/creative director of Matadog Design

Loving olives, I’m drawn to this healthy snack alternative—the pouch pack fits perfectly in the category for calorie count and convenience. And the branding is fun and fresh.
The pair of olives wrapped with the ribbon to suggest a heart shape works well, but the typography could be more distinctive to visually communicate the “love” part of the word.
At first glance, I wondered how easy it would be to eat from the pouch. If I hadn’t read the back panel copy to find it is liquid-free, that still would have been a concern, but not one that would deter me from purchasing.
Sandra A. Krasovec, principal, Krasovec Design, and associate professor at the Fashion Institute of Technology’s Packaging Design Department

The market is flooded with snacks that provide no nutritional value, but along comes an easy-open pack of healthy olives with only 50 calories! Olove the idea! [pun intended]
The packaging contains a graphic of two olives forming a heart and is an inventive method of further strengthening the brand’s identity. The front of the package possesses a salubrious feel, but the scarcity of nutrition facts is a missed opportunity to further sell the product to the consumer.
Dawn Pennacchia, creative director at Ideahappy

The packaging for Oloves is clean yet quirky. I liked how the design has the olives in the heart shape— a nice tie in with heart health— and how the color variations quickly differentiate the products. But I believe some customers may have to take a moment to figure out the name, Oloves. 
Lisa Edwards, package design manager at Belk Department Stores

Want to have your package design highlighted in this column or comment on future, spotlighted package designs? Contact Linda Casey at linda.casey@stmediagroup.com.