Snapshots: February 2016 Issue

Posted: February 19, 2016 by
Katie Gravely

Better Photography
Brand focuses on showing product on packaging.

LightLife has been around since 1979 and went through a brand refresh in the last 12 months.

The Lightlife brand wanted a Gimme Lean breakfast patty package design that would catch someone’s eye.

Brad Lahrman, brand manager of LightLife explains, It plays into the brand refresh, but making that logo recognizable to the consumers and putting the photography out there was a goal.

The product doesn’t contain meat and is a vegetarian breakfast patty with veggie protein.

The packaging is a recyclable carton, and internally sits a total of four patties.

“There a lot of color between our brand, and we wanted to make that pop and visually advertise with bright colors and a photo of the actual product itself, calling out the protein,”  Lahrman says.

LightLife felt it met its goal with the redesign.


Distinctive Branding
Nature Nate’s honey gets new bottle.

Nature Nate’s honey went through a redesign recently in order to be distinctive in its branding strategy.

“We are a premium priced honey on the shelf and we felt like we needed to stand out in bottles that were proprietary to us,” says Nathan Sheets, founder of Nature Nate’s.

The bottle is different with the redesign, not just the label. Nature Nate’s has been in business for 45 years, and it’s always used the bottles that were provided.

“The bottle we had before was an hourglass and this is more of a [custom] shape. There is a round cut of the logo at the top of the label,” he says. “It’s a beautiful bottle and label design. We had tremendous feedback once we implemented it.”

Nature Nate’s is a darker honey, finding that its consumers like the darker honey.

“From a branding perspective, it’s less of the look of the honey, and it’s more about the label and what we communicate about the honey,” he concludes.


More than Breakfast
Brand makes dinner concoction with steel cut oats.

Its mission is to bring the steel cut oat category beyond breakfast.

The Grainful brand started a number of years ago and its founders wanted to bring to the market, a product that was great tasting, healthy and convenient for the consumer.

“So we came up with steel cut oats and what we found was that people loved it,” says Jan Pajerski, cofounder and president of Grainful. “We felt that oats are a pretty competitive marketplace to compete in. One thing led to another, so we thought, why not just treat it like rice and make it a dinner.”

The new design was all about communicating with the consumer. Each box was a different color, but the brand wanted consistency.

“We found, obviously, that there are trends in packaging,” he says. “We went that direction initially because we thought there were more pros than cons. But really, now, when the consumer looks in our direction, they see consistency across the board.”


Building Recognition
Brand goes for shelf impact.

A brand that was recognized in school lunchrooms, wanted to make a big mark on the retail shelves, so it went through a redesign.

Appeeling Fruit is a fresh-cut fruit processor that’s been around for nearly 20 years, developing a huge presence in schools and in retail.

William Fox Munroe partnered with the brand to go through a redesign.

“They wanted to appeal more to the Millennial consumer that maybe wasn’t being done before” says Tom Newmaster, partner at William Fox Munroe. “It was really looking at completely redesigning the brand, not just visuals, and making the brand work well in retail.”

The graphics were a key focus for the brand.

“We wanted the graphics and the message on the package to reflect our mission—to provide convenient food choices for healthier lifestyles,” says Steve Cygan, president and CEO at Appeeling Fruit.

Graphics, colors and a natural aspect of the product came through like it hadn’t before, with the new design.

“I think the response we’ve got has been completely positive from food distributors, schools, etc. Food directors really think it’s a nice package and I think the kids enjoy looking at that and it’s something that would be attractive to them too,” says Stephanie Schreiber, customer relations at Appeeling Fruit.