88 Acres, a Boston-based food company’s recent seed butter brand refresh by Independent Creative Agency, ROOK/NYC, rolling out this Spring.
Six years after 88 Acres launched their seed-based, allergy-friendly snack co in 2015, Co-Founders and husband/wife 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 tapped brand partner of 3.5 years, ROOK/NYC to collaborate on the redesign.
The goal of the project was fourfold: drive taste appeal, set product expectations, educate the consumer and drive trial. ROOK/NYC incorporated new ingredient and product photography to help the consumer quickly understand what the product is 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 simplified with a stronger, more playful brand voice that reflects familiar terminology.
“The challenge here was how to help the consumer quickly and confidently understand what the product is. By integrating the smooth, delicious-looking Seed Butter within the label on the jar, we’re helping negate consumer confusion and ambiguity around the product. This redesign to the butter line will be a big step in further 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
The new packaging design recently hit shelves and 88acres.com, with a rolling release based on current packaging inventory to minimize packaging waste. Key retailers include Whole Foods, Sprouts and Target.
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