Agency: Jam&Co Design
Project Type: Commercial Work
Location: Sydney, Australia
Packaging Contents: wholefood snacks: nut butters, health bars, trail mixes, nut mixes
Packaging Substrate: 100% recycled cardboard
Printing Process: Flexography
Wholefood.Me is a weekly subscription snack box centred around the beauty of eating Wholefood. The company founders sought to bring a product to market that provides busy individuals with convenient, healthy, nourishing and tasty snacks.
Jam&Co took them on a branding journey, establishing the functional & emotional brand drivers as well as the brand personality. The greatest challenge and key to success was showcasing the authentic naturalness of the brand in an environment where everyone screams ‘natural’, so it was crucial to understand the foundations of what they stood for and what would drive purchase.
The subsequent brand is one that creates an emotional connection with the audience by tapping into the feeling of ‘guilt free’ pleasure you have when eating these snacks. From the satisfied smile to the personalised greeting on the box each element was designed to bring a little smile of satisfaction to your face.
Outside of branding the next critical step was understanding the consumer journey online. Being a subscription service we needed to clearly show what the product was, how it worked and encourage people to sign up without discrediting the genuine authenticity and honesty that really set this brand apart from their competitors. We did this through the use of colloquial language, emotive imagery and creating a seamless process for users.
The whole thing creates a truly personalised and enjoyable experience for subscribers. We want them to feel good about nourishing their body.