Having partnered with WFM before, Fresh Solutions Network, LLC knew exactly who to turn to with their newest potato side dish innovation. Utilizing their Side Delights line of potatoes in conjunction with the trendy Montana Mex spice line developed by chef Eduardo Garcia, Fresh Solutions Network saw a unique opportunity to provide consumers with a customizable dining experience. The marriage of the two brands provided an interesting design challenge that WFM was eager to tackle.
“The concept for the product was simple. Roastables is a metal tray containing yellow and/or red potatoes, perfectly proportioned for roasting in an oven or on a grill,” said Fresh Solutions Network's CEO Kathleen Triou. “Included in the package are 2 flavor pouches that add an element of customizability. You make the potatoes to your specific taste because you control the amount of spice used.”
What was not so simple was creating a design for the line to complement the signature look of Montana Mex, while developing a distinct identity for Roastables within the Side Delights product family. Designer Kayla Bryer explains.
“The Montana Mex aesthetic is rugged, ethnic, and graphic, relying on strong typographic elements to make a bold statement. I knew the look I was developing would need to match that visual language. So I took queues from their packaging to create a design that would take the Montana Mex taste experience out of the spice aisle and into the produce aisle.”
Generating this complementary design involved creating a rustic Roastables logo treatment which was then tied into the existing Side Delights branding. Playful product names like “Awesome Little Yellows” were developed and appear in textural typography along side simple, graphic representations of potatoes and cooking devices. A limited, yet vibrant, color palette was used and the Montana Mex logo is clearly represented next to flavor signifiers indicating what seasonings are included in each package.
One other design consideration of note is the placement of the cooking directions. Since the pack-type was developed to go directly into the oven or onto the grill (sans lid), the instructions were printed on the reverse adhesive side of the label to ensure that there would be not fire hazard in preparing the product.
Side Delights Roastables is a clever product that combines elements of convenience, customizability, and lifestyle. It successfully unites the brand language of two existing lines, while creating a distinct voice for this up-and-coming new product.
Designing Compelling Consumer Experiences
Originally established in 1972 under their founder’s name, William Fox Munroe, WFM has been creating high-quality packaging designs for over 40 years. Today, they continue that legacy with their dedication to developing memorable, award-winning packaging and point of sale materials. With a staff of specialized designers creating compelling graphics everyday, WFM believes it is uniquely qualified to provide exceptional, cost-effective design solutions on time and on budget. WFM’s mission is to assist every client in developing their brands in ways that enhance the consumer experience while reinforcing the product message. They are focused, fast, and friendly, qualities essential to building strong and lasting relationships with a diverse clientele who benefit from WFM’s extensive category expertise, marketing experience, and strategic thinking. WFM makes it easy because packaging design is what they love to do.
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