Creative Agency: Depot Creative
Creative Director: Angela Spindler
Illustrator: Jo Tron
Project Type: Produced, Commercial Work
Location: Sydney, Australia
Packaging Contents: Lupini beans
Packaging Substrate / Materials: White pigmented polyethylene
Printing Process: Gravure printing
The snack category is saturated with all types of offerings but few are nutritionally comparable to this Mediterranean ‘ancient’ superfood.
In branding and packaging this start-up snack food business, we saw an opportunity to educate and captivate consumers about this unbelievably good-for-you bean by punching out its advantageous nutritional benefits while communicating the simple honesty of this moreish snack. This meant creating a very clear information hierarchy coupled with engaging language to articulate the brand’s values and personality.
A bright, vibrant and energetic colour palette sings out the four varieties. We selected illustrations over photography to depict the flavours as the illustrations carry with them connotations of craft and traditionalism which are very bound up in this product. The organic shape of the bean was used as a leading graphic device to give the packaging design a bold simplicity with plenty of shelf shout, critical in this very over-crowded and often confusing category.
The packaging is made up of two parts, an outer re-sealable stand up pouch and individual vacuum packed inners. We really pushed the gravure process to give us bright whites and vivid spot colours , maintaining the consistency of the CMYK image which was common across all packs while honouring and therefore not compromising the colours of the illustrations which were also part of the CMYK set.