Corazonas Redesigned

Denver—New packaging for Corazonas Foods’ family of cholesterol-reducing snacks is intended to increase shelf visibility for the line’s health benefit. The package redesign is by marketing agency LeeReedy, Denver.

Its focal point is a heart-shaped icon/tag stating “Love your Heart. Love the Taste.” The design strategy is to use white space to manage a necessarily crowded package, containing, in addition to brand and variety and the icon/tag, a health claim, an ingredients message, an industry-standard “whole grain” icon, and a unique “fruits & vegetables” icon.

Credits for the package redesign go to LeeReedy designer Kent Ervin, creative director/art director Kelly Reedy, and strategy director/copywriter Eric Kiker.

Corazonas, premium priced, come in five flavors of potato chips (Italiano 4 Cheese, Parmesan Peppercorn, Sea Salt & Vinegar, Slightly Salted, Spicy Rio Habanero), three flavors of tortilla chips (Black Bean & Cheese, Lightly Salted, Squeeze of Lime), and five flavors of oatmeal squares (Banana Walnut, Chocolate Brownie & Almonds, Chocolate Chip, Cranberry Flax, Peanut Butter). They are the only commercially available snack product infused with plant sterols, which reduce cholesterol,* and are available in supermarkets and specialty stores in select Western markets including Los Angeles, Seattle, Portland, Phoenix, San Diego. Corazonas Foods, Inc. is headquartered in Los Angeles.

* FDA guidelines say that a daily intake of at least .8 grams of plant sterols may reduce LDL cholesterol levels by as much as 5 – 14%. One Corazonas serving supplies .4 – .8 grams of plant sterols. A typical daily American diet contains .25 grams of plant sterols.