Make No More Food Compromises Thanks To 88 Acres
by Chloe Gordon on 08/30/2021 | 3 Minute Read
88-Acres is a food brand created from a modern-day love story. On founder Rob and Nicole's fourth date, Rob had a severe food allergy reaction that landed him in the hospital. The rest is history and an entire brand that fuses the two's pasts and futures into a world filled with foods that deliver huge flavors without making sacrifices for their allergies.
With the help of ROOK/NYC, the brand recently underwent a brand and packaging redesign that helped elevate consumer's perception of the brand. The result is playful packaging that still maintains the welcoming terminology of being a home-cooked kind of brand.
While the brand updated its packaging, it decided to continue with its original logo to maintain brand and flavor recognition for its loyal consumers. The bright colors reminiscent of the flavors within create a unique packaging set that's fun while proving that this brand is a leader in the category and highly trustworthy.
Six years after launching their seed-based, allergy-friendly snack company in 2015, Co-Founders and wife/husband duo, Nicole Ledoux and Rob Dalton, saw the opportunity to evolve and elevate their brand’s identity and packaging design to adapt to rapidly changing culture and consumer behavior. The team at 88 Acres tapped brand partner of 3.5 years, ROOK/NYC, to collaborate with them on the redesign.
The goal of the project was fourfold: drive taste appeal, set product expectations, educate and drive trial. To drive taste appeal and set product expectations, ROOK/NYC incorporated new, mouth-watering ingredient and product photography which helps the consumer to quickly understand what the product is and what it’s made of. The color palette was evolved to speak directly to category flavor cues, while the logo was placed in a seed-shaped holding icon - reinforcing that seeds are the foundational ingredients with which all of 88 Acres’ products are made. The language and product descriptors on the packaging were also simplified with a stronger, more playful brand voice that reflects familiar, tasty, home-cooked terminology.
Alongside changes made to the new packaging, there are key elements that remain from the brand’s previous design. 88 Acres chose to maintain both their existing logo and the leading color of each SKU in order to maintain brand and flavor recognition for their current, loyal consumer set.
“Through our long-term relationship, the brand has seen enormous growth, despite the economic challenges of 2020, and this redesign will be a big step in helping 88 Acres to grow beyond the natural channel into more of an iconic mainstay in the conventional snacking category.” - Mark Christou, Founder & Creative Partner, ROOK/NYC
- Creative Agency: ROOK/NYC