A Packaging Redesign for The Precious Pod Makes it a Standout Hummus

by Theresa Christine Johnson on 02/28/2017 | 3 Minute Read

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Hummus, whether spread on a sandwich or used as a flavorful dip, is always a welcome addition to snack and mealtime. But because it’s such a favorite, it’s imperative that the packaging helps it jump off the shelf. The Collaborators worked with Natural Vitality to design vibrant, modern packaging that would instantly catch the consumer’s eye and also express the high quality of ingredients used in each batch.

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“Mark and Ayleen of Natural Vitality are making good houmous, in fact, it’s so good many say it’s the best. But like all too a familiar story, their focus was so engaged in making the best houmous possible that their packaging hadn’t had quite the attention it warranted.”

“During our early research, we discovered the wondrous chickpea pod, perfectly formed and only housing one or two peas. It seemed to reflect the meticulous care and attention that Mark and Ayleen put into all their houmous making and so it became the foundation of their new brand: The Precious Pod.”

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“One important observation was how a sleeved pot was unbranded once opened and in the fridge (as the sleeve is usually discarded). This is why we added a sticker to the pot and die cut through the sleeve to make it visible which also added depth and interest to the design (a category first). We also used foil to highlight the quality of the extra virgin olive oil used. And strong colour palettes and flavour lead illustrations helped to create their range differentiation.”

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Designed by: The Collaborators

Client: Natural Vitality Ltd.

Creative Director: Mary Lewis

Designer: Zoe Bowcott & Samuel Jones

Artwork: Chris Ellis

Country: United Kingdom

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