Agency: Pigeon Brands
Creative Direction: Olivier Chevillot
Art Direction: Jacinthe Archambault
Design: Jacinthe Archambault & Talyanne Belanger
Production Artist: Alex Raima
Beauty Shots: Marie-Ève Grégoire
Project Type: Produced
Client: 2 Ameriks
Product Launch Location: Canada
Packaging Contents: Snack
Gogo Quinoa is crazy for quinoa and loves to bring new relevance to this ancient staple with inventive new products that bring out quinoa’s best qualities. For the first time in Canada, they wanted to enter the organic and natural salty snack category with quinoa puffs snacks.
We wanted the design to evoke «the goodness inside» with a modern, optimistic and uplifting approach. We wanted this snack to offer a fun, inventive and inspiring product experience with a design infused with humanity and dynamism.
This trio of flavours is illustrated by characters as colorful as the flavours they represent. Whether it’s the high hair or long beard, this imagery is rooted in the shape of the product itself. The way to show the product is different and really pops out as characters actually hold a quinoa puff in their hands. The bold colours of the characters over the black background really stand out, creating a powerful shelf impact. The design of the back panel also contributes to visually communicate the storytelling of the product and the brand. We created a link with the main imagery where a romance invites the consumer to learn more about the benefits of quinoa.
As for the shipper box, it was also created to maximize the impact in-store once they are displayed. A dotted path, reminiscent of the back of the packaging, is traced to continue in all directions creating a continuity of brand imagery from one box to the other, and from one side to the other.