Smartfood Popcorn Clusters

by First name Last name on 05/22/2009 | 1 Minute Read

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Spotted in Target, made by FritoLay. Designed by Hornall Anderson:

“TheSmartfood popcorn clusters are a new, better-for-you snack product fromFrito-Lay. We designed the packaging to speak directly to what womenwant, emphasizing the power of “&” - indulgence & nutrition,taste & health, a lot of snack & fewer calories. Understandingthat women live their lives on the go, we reconsidered everything fromvisual cues that convey “yummy and nutritious,” to appetite appeal andpack size, creating a look and feel designed to entice women down thesnack aisle- and keep them coming back.BecauseFrito-Lay's portfolio of products gives women snacks that are bothgreat-tasting AND better-for-her, the key was to develop logotypedesign and core concept centered around the visual balance between“smart/healthy” and “indulgence/delicious.” The graceful character ofthe graphic elements and color palette were selected both for theirfeminine appeal and appropriate flavor/product differentiators. Thebeautifully designed ampersand nestled within the deliciouslyphotographed product, prominently elevates and supports the nutritionalbenefit the product offers.”

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