OVERVIEW OF THE CHALLENGE
Yummy Health® had a delicious product ready to hit the shelves, but they needed a compelling package design first. Since healthy products often get passed over for traditional junk food options, the brand asked us for packaging that looked like shoppers’ other favorite snacks—but with a healthy twist.
DISCOVERY PHASE & COMPETITOR ANALYSIS
Before we could create a package that visually conveyed the quality of Yummy Health®’s products, we analyzed the strongest competitors to see what our line would be up against.
Previous Competitor Comparison
Conceptual Design Elements
CONCEPTUAL DESIGN DIRECTIONS
After performing a competitor analysis, our creative team began brainstorming ideas for our packaging. We used creative linguistics to develop several product name ideas and sketched ideas for a product mascot and tagline.
LOGO REDESIGN & POSITIONING LINE
Yummy Health®’s current logo didn’t match the bold new brand image we wanted to create, so we swapped the muted colors and outdated tagline for simple, contrasting purple and orange script. Our new positioning line, “Crave something GOOD!” conveyed that Yummy Health® snacks are crave-worthy and good for you.
Previous Competitor Comparison
Three Potential Design Options
PACKAGE & VARIETY DESIGN
We developed three package design options using vivid colors, fun patterns, and commanding fonts to create shelf appeal. Yummy Health® chose the third option for its ability to stand out from other snacks.
Once we finalized the design, our team differentiated between the snack varieties using colors corresponding with each flavor while maintaining a cohesive brand identity. We incorporated an eye-catching bullseye into each design to ensure consumers would stop and check out the product in the grocery store.
Multiple Variety Designs
Brand Identity
New Competitor Comparison Review
Digital Art Print Preparation
Eye-Catching Bullseye
BACK PANEL BRAND & PRODUCT STORY
Finally, our writers crafted a brand story that used punchy phrases to communicate the most important message of Yummy Health® branding—just because it’s healthy doesn’t mean it can’t taste great.
INTEGRATED MARKETING MATERIALS
Yummy Health® enlisted our help to advertise its new image and spread the word about its good-for-you snacks using custom marketing materials.
WEBSITE
To create an online presence that matched Yummy Health®’s physical presence in the grocery store, we redesigned their website with the same purple and orange color scheme as their logo. Our team used simple, high-quality images paired with compelling copy to quickly share Yummy Health®’s story with visitors.
TRADE SHOW HANDOUT
We positioned Yummy Health® products as craveable, flavorful snacks that fit into a healthy lifestyle. With a statement from the brand’s founder and a few irresistible product photos, we made sure trade show visitors wouldn’t pass up Yummy Health®’s booth.
RESULTS
Our new packaging and redesigned logo generated buzz for Yummy Health®’s crunchy puffs and helped position the product as a junk food alternative that didn’t sacrifice flavor.
