Design: Chase Design Group
Location: United States
Project Type: Produced
Client: WHOLLY® Guacamole
Product Launch Location: United States
Packaging Contents: Guacamole
Packaging Substrate / Materials: Paperboard
The makers of WHOLLY® GUACAMOLE launched a new package refresh inspired by the brand’s value proposition—ALL REAL. NO DRAMA.™— the commitment to help consumers enjoy the goodness of avocados without the fuss. WHOLLY® products are made with hand-scooped Hass avocados, real ingredients and no added preservatives thanks to the use of high-pressure technology. In order to better communicate to consumers about what sets WHOLLY® products apart from their competitors, the brand turned to creative agency, Chase Design Group, to develop a structural and graphic packaging redesign.
The Chase design team used inspiration from the WHOLLY® brand story to help differentiate it on shelf and communicate the brand’s key attributes: real, convenient and delicious. “Consumers are looking for the convenience of pre-packaged guacamole that tastes just as good as homemade,” says Dave Carlino, senior art director, Chase Design Group. “To enhance the structural appeal and align with the brand personality, we replaced the square tray with a festive bowl that can easily go directly from fridge to table,” he adds.
On the outer package, the triangular die-cut window was removed to allow more space for the logo, color blocking and consistent placement of a guac-filled bowl image. “To highlight the cornerstone ingredient in all WHOLLY® products—the avocado—we updated the logo by replacing the letter “O” with an illustration of half an avocado with a pit serving as the center of the letter and added a contemporary typeface,” notes Carlino. Light rays behind the logo were enhanced to draw more attention to the logo. For additional flavor appeal, the small “how to use this product” icons were replaced with appetizing guacamole and ingredient photography.
New names for the flavors bring out the brand’s fun personality including, “Keep it Classic,” “Make it Spicy,” and “Enjoy it Chunky.” The design was then extended to include their minis product line for a total of 17 SKUs: four 7.5 oz bowls, three 15 oz bowls, and ten 4 and 6 count single-serve mini boxes.
The brand’s sales results have surpassed expectations and proven the success of the redesign. The new look brings appetite appeal and freshness to the forefront for consumers who want wholesome, delicious and convenient food with no compromises,” says Diana Pusiri, senior brand manager, WHOLLY® brand.