A package that enhances what the consumer thinks about the brand: distinctive flavor.
When you reach for a snack, you want something that tastes really good and is appealing to the eye,” says Poorvi Patodia, Biena founder. “Our old packaging was a bit more serious and with the new one we wanted it to be a bit more playful.”
Biena Chickpeas are a healthy snack food brand, made with chickpeas instead of green peas, dry roasted and not fried. Biena holds itself to a high standard: be nutritionally stronger than the standard snack. With such a standard comes a redesign that is innovative.
The packaging enhances the flavors. With the sea salt flavor, there is a sprinkling of sea salt around the window and with the honey comb image, it’s all across the bag. And even with the barbecue flavor, there is a barbecue skewer almost through the window.
“We wanted to really show off those flavor profiles, Patodia says. “It’s a lot about how the consumer sees the brand.”
Some of the redesign depended upon what the consumer was saying and asking the question of why they eat the snack. Then from there, Biena found a way to differentiate from other snacks with its package design.
A Jewish Alternative
Chocolate bar packaging reinforces Jewish standards.
Praim Group (www.praimgroup.com) partnered with Mensch on a Bench to design and distribute a line of all-natural chocolate bars. Praim Group launched the two different chocolate bars, “Mensch Munch” in milk chocolate and “Gelt-Y Pleasure” in dark chocolate in early June.
The collaboration came after the Mensch on a Bench; a 12-inch plush doll accompanied by a hardcover book explaining Hanukkah from the view of “Mosche” the Mensch, became a new phenomenon within the Jewish community.
As Mensch on a Bench was looking to expand, chocolate made sense to founder Neal Hoffman. “I was really happy with how they’ve taken the character and incorporated it into the chocolate, but still had another message integrating the name, character and colors,” Hoffman says.
Praim Group did just that. The chocolate bars are all natural, kosher and made in America with premiere ingredients. “Gelt-Y Pleasure” originates from the Jewish term for the chocolate candies given to children during the Hanukkah season. The milk chocolate “Mensch Munch” comes from the word mensch, which means “good person.”
The slogan for the Mensch brand is adding more “Funukkah to Hanukkah,” and Hoffman says the bars do that in a way that is fun for the Jewish community but reinforcing Jewish values.
Redesign focuses on targeting typical customer.
When brainstorming a design for LIDL Vegeterra frozen vegetables, the team at Mousegraphics (www.mousegraphics.gr) sought a logo and packaging that would stand out to its already established customer base. The Vegeterra frozen vegetables targets the typical LIDL customer, but the company was sure that they’d face a few challenges with the product design: competition in the category and restrictions when it comes to displaying the product.
“The products are displayed in grocer’s paper bag in the image covering most of the packaging surface, front and back,” says founder of Mousegraphics Gregory Tsaknakis. “As the target consumer is someone conscious of his choices in regards to both nutritional value and value for money, we opted for the simple clear message of a certain closeness to nature and its processes.”
While the company leapt past the challenges, it continued to keep two main goals on the top of its design: The packaging should be complete and answer the client’s needs, and it should be consistent without aesthetic or conceptual contradictions.
As the design came together, Tsaknakis favorite aspect of the redesign was the custom-made topography with the name of the product written in Greek.
Bringing it up to date
Designers start from scratch on packaging.
Billington’s first began as a tea and coffee trading company in the 1850s and shortly after, Edward Billington and Son started importing sugar. Centuries later, Billington’s natural unrefined cane sugar is a staple in many bakers’ kitchens.
A product that boosts a cake and it gives the right density, and flavor needed an exclusive design. The new packaging, designed by Jones Knowles Ritchie (www.jkrglobal.com) says the redesign encapsulates what Billington’s should’ve been from the start.
“It moved from a cliché brown box to something that was bright, colorful and confident, and it celebrated the brand and the product,” says co-founder of Jones Knowles Ritchie, Andy Knowles.
The only challenge for the agency was the overall fundamental challenge, Knowles says.
“[It] was finding the sources of charisma and to do that, you search. There wasn’t very much to go about with Billington’s but they didn’t have a lot to work with.”
But the packaging conquered that challenge and made it a goal that was achieved by the agency.
“It became a journey of invention, as opposed to refinement,” Knowles says.