Design: Depot Creative
Project Type: Produced
Client: 8 Pulses Food Co
Copywriter: Anna Lee
Photographer: Andy Lewis
Location: Sydney, Australia
Packaging Contents: Air dried fruit and vegetables
Packaging Substrate / Materials: Foil rewind
Printing Process: Four colour plus spot UV gloss varnish/matt varnish
‘Nothing added, just bare-naked goodness’, was the positioning we gave to these devilishly good snacks. We wanted the simplicity and honesty to be immediately visually communicated but also to have a bit of playful cheekiness about it. The goodness comes through the product photography and the cheekiness through the copy.
The products, namely fruit and vegetables, are gloriously colourful fresh or dried. In order to convey the untainted nature of the snack, we photographed the freshly picked and sliced fruit and vegetables perched on the air-dried slices. There really is nothing more to this product, they are simply very, very slowly and gently air-dried ensuring both colour and nutrients are retained. They are big on crunch and flavour and can be eaten as a snack or added to muesli or even accompany a fruity little cocktail. Everything is grown locally and produced only in small batches. I think the ingredient list is the shortest I have ever worked on!
The black back drop of the packaging allowed the images to sing out and the simple composition was inspired by classic still-life paintings— we weren’t quite thinking reclining nude with fruit draped everywhere but our fruit needed to be naked! The raw typography style inspired by the vintage ‘Dymo Label Makers’.
We have allowed the product to exist without over explaining it. Simplicity is at the heart of this product and so is the design execution and printing. There is nothing superflous here, a combination of matt and gloss finishes to maximise impact, optimised artwork to accommodate the printing process.