For the first time in Canada, they wanted to enter the organic and natural salty snack category with quinoa puffs snacks, a healthy option that answers to the latest consumer trends in terms of nutrition and sustainable economy. As the opportunity is especially strong with Millennials and especially Gen Z consumers, the design needs to be attractive to this target.
The relationships Gen Z have with brands are much more personal than older generations because they see brands as an outward representation of themselves. The connection they feel is an emotional one (source Mintel Canada, Sept 2019) We had a good product and a credible brand. We therefore had an opportunity to convey a good story and bring meaningfulness, differentiation and emotion to natural food aisle/categories. We wanted the design to evoke «the goodness inside» with a modern, optimistic and uplifting approach. We undeniably wanted to offer a fun, inventive and inspiring product experience for this nourishing snack that goes beyond the functional attributes we know about healthier products. We left behind traditional functional packaging design cues to inject some humanity and dynamism to the design.
