Snapshots: February 2014 Issue

Posted: April 8, 2014 by
Kara Dunford

Putting on the Ritz
Iconic snack food packaging is spiffed up and ready to play.

The newly redesigned European portfolio of Ritz crackers has a sleek and modernized package design. The revitalized design requested by Mondeléz International, brand owner, was created by Bulletproof (, an international brand design agency. Pillaging the archives of Ritz’s rich history, Bulletproof considered the brand’s current equities and future direction. “With great projects like this comes great responsibility in paying due respect to the brand’s standing heritage, whilst helping it to grow and develop together with the consumer,” comments Bulletproof account management team.  

Mondeléz International felt it important to retain the familiarity of the brand through color and iconography. A series of designs were presented to the brand, each design measuring against a Design Success Equation, agreed upon with the client beforehand, to ensure all strategic goals are met. “Tissue” sessions along the way with the client allowed designers to share a wider breadth of their creative work and ideas. This helped engage the client in the creative process, while working collaboratively.

A clean and simple typeface was employed for the variant descriptor, taking a less is more approach to styling. “We wanted the Ritz logo to be very contemporary with a little retro twist to play homage to the brand’s heritage. We crafted the typography to achieve the right level of confidence and character, at the same time stripping away the old fashioned beveling and embossing. The new typography has a more crafted, fresher look and feel,” explains the Bulletproof team. Size-exaggerated crackers on pack present a bold, confident and iconic design, driving taste cues. When the packs are lined up together they create strong visibility on-shelf via bill-boarding, although the tessellation was secondary.

The iconic Ritz red was made slightly richer, as were the blues in the logo.


Timeless Beauty
Cosmetic packaging designed to stand the test of time.

Beauty and science convene for the launch of Caudalíe’s Premier Cru La Crème and La Crème Yeux anti-aging cosmetics offerings. The patented TAG System, manufactured and developed in Italy by Lumson (, creates a balance of aesthetics and security.

Outfitted with a thick glass base and walls, Caudalíe holds status as the first client to adopt the multi-versatile TAG System, christened Deluxe. TAG, an acronym for Techno Airless Glass, features the functional advantages of an airless dispensing system while maintaining high-end appeal. This packaging solution preserves sensitive cosmetic ingredients, such as vitamin C and Retinol from deteriorating, all the while eliminating air contamination.

Sustainability is boasted, as the TAG System reduces product residue, more than 95% of the product is dispensed via the airless feature. Additional eco-friendly benefits include the material used for the TAG System, glass, is a 100% recyclable material. The Lumson marketing department explains the selection of a glass package verses a plastic package for the cosmetic line, “Glass is precious, it has an important and impressive weight, is more bright, it allows more decorations, it is eco sustainable, is made by limestone and sand, and it doesn’t lose its quality.”

Inner glass lacquering effects or “glass enhancer” in gold metallic creates a light and shadow effect on pack. Topped with a silver metallized pump and a transparent overcap, the closure exudes simple elegance. On pack copy and a grape foliage graphic on the 50-mL package are ceramic screen printed in white and silver finish by Lumson’s special technology that allows ceramic screen-printing to appear as bright and glossy as hot stamping. Artwork was manufactured by Lumson’s decoration department; grapes were devised to represent the fundamental ingredient used in all Caudalíe products.


Sophisticated Sugar
Traditional Southeast Asian pastry is revitalized from the inside out.

Keen on modernizing the popular pastry orb with pineapple filling, Lucy Pek, founder of Sucre elaborates the premise of the brand, “The creation of our gourmet truffles is inspired by the Southeast Asian pineapple tart, albeit with a twist.”

Pek wanted to create a  superior product with an equally astute package design. Made by hand in Sucre’s kitchen in northeast Singapore, the gourmet line features seasonal flavors of Green Tea, Cinnamon, Choco and Tradition while the premium line features Chocolate Ganache. Sucre’s logo designed in the form of a crystal, establishes the notion of sugar in its crystallized state. This crystal appears throughout the packaging and is expressed via the brand’s monogram design.

“To meet the rising expectations of customers on quality product packaging, we have invested in premium packaging for all of our ranges.” Pek describes the brand’s commitment to a memorable and well engineered packaging design system. The gourmet truffles are packed in food-grade plastic trays and aluminum foil bags, preserving freshness for an extended period of time. The foil bags and trays are housed in an elegant gable box, encased by Sucre’s trademark crystal motif. The sleek gable box was selected to present a low profile, while still allowing enough space for the box to hold rows of truffles. An aesthetically pleasing appearance was desired, without compromising functionality.

Premium truffles are packed in food-grade aluminum foil bags, which reside in slender tin cases. “We wanted to create a gifting product range with a look that is clean and somewhat post-modern, one that will not be overdesigned,”  details Edmund Wee, Sucre’s director, marketing & communications. “We picked a tall and slim tin. Simplicity is one of our overarching design guidelines.”


Soulful Structure
Comfort food line inspired by heartwarming stories.

Chicken Soup for the Soul, a brand celebrated for providing inspirational tales of triumph via the written word now desires entry into American’s kitchens. Introducing a line of comfort foods, the brand aims to provide consumers with a quick option for creating delicious meals. Former Waldorf-Astoria chef, Jon Doherty and Daymon Worldwide (, a global branding and sourcing expert collaborated on the venture.  

Chicken Soup for the Soul products are presented in an array of packaging materials. To ensure freshness and preservation of taste, soups come in a high quality, ready-to-serve Tetra Pak box. Pasta sauces and meal builders deliver quality ingredients in recyclable and reusable glass containers, allowing consumers to view the wholesome product inside.

Exerts of best-selling Chicken Soup for the Soul stories appear on each product label, with a promo code to drive consumers online to read the full story handpicked for each consumable. A color coding system graces the top portion of each package; with “twine” inspired trim. Primary copy on pack, such flavor designation echoes the color coding band. “The color-coding system is typically arranged in small categories to help improve shop-ability while at the same time retaining unified brand presence at shelf. The color system was carefully chosen to communicate the comfort food brand positioning,” explains Andres Siefken, chief marketing officer at Daymon Worldwide.

The Chicken Soup for the Soul logo was revamped. “We wanted to maximize the strong brand equity of the publishing logo while also establishing a unique identity for the food brand that again spoke to the comfort food brand positioning. We achieved this by reconfiguring the logo and adding a richly textured background to the brand mark.” continues Siefken.

Photography was shot in-house, as Doherty prepared homemade meals with the product offerings. Vibrant serving dishes tie in the color scheme of each variety. Meals are presented on a wooden table, continuing with the reference to wholesome homemade meals. 


Greener Pastures
Leading organic dairy product brand seeks greener pastures for packaging.

An ever-growing portfolio of products that were starting to appear as a house of niche brands, without a family resemblance prompted Stonyfield Organic to call in the professionals, to unify this divided house. Seeking greener pastures, the brand commissioned the creative team at Pearlfisher ( to unify the growing portfolio under a revitalized brand portfolio, amalgamating the range with a solitary design principle.

Pearlfisher uses a proprietary program called Blueprint for Change, which allows the team to identify key brand equities for clients, so brands can evolve without jeopardizing what makes the brand special. “It’s about peeling away layers to reveal a stronger brand rather than changing for the sake of change,” Hamish Campbell, Pearlfisher New York’s creative director explains.

The refreshed design conveys a contemporary appeal, elevating Stonyfield’s primary equities, the lush green field and vibrant blue sky. A rolling hill serves as a platform to elevate the hero flavor across the product range.

Sunlit food photography, shot in-house is incorporated on pack, as well as two bespoke typefaces to evoke personality. Campbell describes the bespoke typefaces, “These playful typefaces were done in-house to compliment the new design and provide Stonyfield with new ownable equities that support their lively brand and represent the crafted nature of Stonyfield products,” Positioned on staying true to the brand and its objectives Campbell notes, “It’s imperative that your brand idea or concept speaks to the truth at the heart of the brand.” Perched on the rolling hill of Stonyfield, an illustrated sign reads, “no toxic pesticides used here,” a USDA Organic callout is featured for easy identification on shelf.

Tess Wicksteed, executive vice president at Pearlfisher New York reflects on the packaging project, “Stonyfield is a healthy business that makes healthy food to help grow healthy people while cherishing a healthy planet. We expressed this holistic approach through the filter of Stonyfield “celebrating the fullness of life.” Our redesign brings this highly motivating idea to life and we look forward to seeing it increasing their influence in the organic market.”