After we’ve completed our Strategy + Positioning work by diving into your category, listening to consumers and identifying opportunities to position yourself apart from the competition, we move into the Design Exploratory phase (AKA the fun part!).
Our goal in this phase is to design a brand identity and packaging design system that connects with your ideal customer.
Branding + Packaging Design Exploratory
CASE STUDY: JACK & FRIENDS
We do this by exploring unique platforms for the brand that feel like personalities or people. And by establishing the brand’s values, reasons-to-believe, points of difference and consumer personas.
For each platform, we create a visual brand world through brand identity, logo, brandmark, typography, color palette, imagery and illustration.
Simple Clean Jerky
Fun & Friendly
Versatile
Clean
Friendly
Delicious
Natural
Platform 1
Minimal
Easy-going
Convenient
Approachable
Humble
Inclusive
Innovative
Welcoming
Plant Loving
Delicious
TARGET CONSUMER: Vegan + Vegetarian
TARGET CONSUMER ATTRIBUTES: Clean eats, minimal ingredients only, transparency, some indulgence
BRAND ARCHETYPE: The Every Person – Girl/Guy Next Door
BRAND PERSONALITY: Approachable Millennial
Brand Identity
Platform 1
Packaging Design
Platform 1
AFTER
BEFORE
Brand World
Platform 1
Plant-powered Jerky
Iconic & Ironic
Versatile
Clean
Friendly
Delicious
Natural
Platform 2
Fun-Loving
Ironic
Iconic
Retro
Nostalgic
Inclusive
Innovative
Welcoming
Plant Loving
Delicious
TARGET CONSUMER: Plant-based trendy foodie
TARGET CONSUMER ATTRIBUTES: Just give me delicious trendy foods but make them taste like the junk food I love.
BRAND ARCHETYPE: The Jester + The Rebel
BRAND PERSONALITY: Fun, spontaneous, unexpected
Brand Identity
Platform 2
Packaging Design
Platform 2
AFTER
BEFORE
Brand World
Platform 2
Platform 3
Delicious AF Jerky
Big & Bold
Versatile
Clean
Friendly
Delicious
Natural
Statement
Indulgent
Bold
Loud
In Your Face
Inclusive
Innovative
Welcoming
Plant Loving
Delicious
TARGET CONSUMER: Flexitarian mainstream
TARGET CONSUMER ATTRIBUTES: Eat whatever they feel like, no strict diet,love to indulge. Less green, more mainstream.
BRAND ARCHETYPE: The Rebel
BRAND PERSONALITY: Cool AF
Brand Identity
Platform 3
Packaging Design
Platform 3
AFTER
BEFORE
Brand World
Platform 3
Foodie Adventures
Curious & Creative
Versatile
Clean
Friendly
Delicious
Natural
Platform 4
Adventurous
Exploration
Brave
Pioneering
Fun-loving
Inclusive
Innovative
Welcoming
Plant Loving
Delicious
TARGET CONSUMER: Conscious adventurous foodie
TARGET CONSUMER ATTRIBUTES: Seeking adventurous new snacks that match their lifestyle
BRAND ARCHETYPE: The Explorer
BRAND PERSONALITY: Millennial, nostalgia, artistic
Brand Identity
Platform 4
Packaging Design
Platform 4
AFTER
BEFORE
Brand World
Platform 4
Curious which design platform was chosen?
PLATFORM 1
PLATFORM 2
PLATFORM 3
PLATFORM 4