Boulder-based Interact is back again with a wonderfully crisp packaging design system for Diana’s. The chocolate-covered frozen banana brand required a rebrand, and Interact’s new design takes inspiration from the banana’s natural curves and rounded edges. Even more, the color palette is friendly in nature, highlighting the sweetness of the brand’s products within.
We’ve gone bananas for Diana’s. A deliciously dipped and dripped frozen banana that invites you to share in extraordinary wholesomeness. Feel-good fuel that powers you through the workday, workouts, and homework. It feels like a treat, because it is.
When the snack became popular across Illinois street fairs, the Diana’s team knew their creation had mass a-peel. While striving to make the world’s best chocolate-dipped frozen banana, they grew quickly and their packaging became disconnected. We were tasked with redesigning the packaging for better brand recognition and equity, bringing all the packs into alignment, and setting the brand up for success as it expands its innovation offering.
Diana’s believes that embracing imperfections and differences makes our world better. Their bananas are rescued from getting tossed aside for being oddballs, misfits, or just funny-looking. Always wholesome. Sometimes different. Never boring. We knew we needed to make the packaging fun, cravable, and sustainable. Adding in a banana pun anywhere we could helped to enhance the brand personality. Our core idea when creating the new Diana’s brand was to make it genuinely joyful.
We recrafted the wordmark to look ap-peel-ing by creating banana-like curves and rounded corners to represent the brand in its friendly and timeless nature. We wanted to keep the smile-like nature of the original logo so we set it in a slight arch to resemble a grin.
Our type system was reminiscent of the previous design, we just made it work harder and smarter. Diana’s brand font suite is meant to be bold, yet approachable and friendly. Each typeface has been carefully selected to work in combination with the other fonts to create a brand look and feel that is greater than the sum of its parts. We used a combination of Kefir and Genty Regular. Genty was used to emphasize certain words in a phrase. We added a burst icon as a holding shape we use on our front-of-pack to help our claims pop and make them more fun. Inspired by a banana sticker, we want these to feel somewhat stuck on and less organized.
Our colors were bright and poppy, made to jump off the shelf. Milk (Blue) & Cream (Off-white) are our core brand colors. Each flavor also has an ownable color that helps to distinguish them on shelf. We wanted the photography to increase taste appeal and indulgence in a central hero’d way. Our product photography always shows our bananas with a bite out of them and pieces of the respective flavor ingredients gently surrounding. We wanted the bite to allude to the imperfect bananas that they use to make the product. The sides and back of the pack were meant to be as simple and direct as possible.
New peel. Same bananas. Working on this project was a whole bunch of fun and genuinely joyful.
