Pure Crispy Clusters
by Grant Van Sant on 03/26/2015 | 2 Minute Read
Pure Organic, a leading brand of ultra-healthy bar-based snacks for people of all ages, came to BrandMade Design Co. looking to create packaging for a new bite-size snack. It was critical to communicate that this new product, Crispy Clusters, is certified organic, non-GMO verified, gluten-free, soy-free and kosher. Additionally these snacks would be merchandised in the snack aisle rather than the cereal and granola aisle.
The BrandMade team would leverage existing brand equities of Pure so as to create a clear relationship between Crispy Clusters and the Pure bar products that consumers love. At the same time, a unique logotype and product presentation would let the customer know that this was something new for them to try as an alternative to loose granola that is not convenient (and messy) as a milkless snack.
After exploring several strategically focused design directions, the final solution quickly rose to the top. Photography showing the clusters to fall gracefully down each side of the bag, essentially bookending the design, speaks to both the lightness of the product and to the fact that these are clustered snacks instead of loose granola. This photography style presents the large clusters in a manner that communicates that they are easier to eat than trail mix as a grab-and-go snack. A hand-drawn logotype that communicates the light-hearted nature of snacking is shown against rich color backdrops that accent and differentiate each unique flavor. Beautiful photos of the flavor elements help to maximize flavor appeal and speak to the care and attention that Pure takes when selecting their ingredients. Prominent placement of the USDA Organic icon and other accreditations quickly communicate those product benefits to shoppers without cluttering the package.
Designed by BrandMade Design Co.
Country: United States
The GRO Agency