Project Collaboration with Tiphaine Rolland | Illustration, Logo, Packaging Redesign
Primary Target Audience
Young parents shopping for treats for their toddlers (as well as themselves).
Annie’s is known for their wholesome, organic products. The company supports local farmers and places high emphasis on quality food.
The "Bernie seal of approval" was completed by Annie’s brother when the company first started. The logo and package design have been updated to include a simpler illustration of Bernie the Bunny and a more sustainable approach featuring a resealable pouch. The solid colours were maintained for brand recognition but the typography was updated for a kid-friendly face.
Competitors
Christie's Teddy Grahams,
Puttridge Farm's Goldfish Grahams, and
Eco-Planet
Strengths
» Sustainable package - less materials
» Attractive - bright colours, colourful character
» The mascot invites the consumer to buy
» Bilingual text used effectively
» Clear differentiation between types
» Clear hierarchy
Weaknesses
» Health claims (i.e. 0 trans fat) exist but the product still does not exclusively contain all natural ingredients
Grocery stores are full of cookie products (i.e. from regular to gluten-free products), yet Annie’s stands out as the only organic and natural graham product.
Previous Packaging
Redesign Proposal
» Change package to perfectly fit product
» Re-arrange hierarchy
» Update typefaces
» Highlight natural ingredients
» Create photographic reveal to eliminate materials
» Re-design the logo
