Nine Spoons Soup

Opportunity: After several years of growing their brand in several Midwest states, Nine Spoons knew it was time to change their packaging. With a dedicated local following, Nine Spoons wanted to pull inspiration from their previous brand while appealing to new buyers in new markets.

The Change: It was essential to maintain the brand’s core assets while finding ways to clarify the branding and packaging to reach new markets. We developed a refreshed logo with more legibility and an adjusted color palette. We moved the packaging to a pouch format and gave a color-coded hierarchy to the product lineup.

Impact: Nine Spoons deployed the new packaging in 2021 to enthusiastic buyers. Retailers were pleased by the new pouches that minimized breakage and maximized product visibility. Nine Spoons was thrilled that the new packaging allowed them to get picked up by retailers and distributors in three new states.

Curator’s Insight: The design of Nine Spoons is successful in creating a clear and attractive brand identity that communicates its quality and variety. The design also enhances the user experience by making the packaging easier to open, store, and dispose of. The design is consistent across the different flavors, but also allows for some variation and customization that adds interest and charm. The design is aligned with the current trends of natural, organic, and sustainable products, but also adds a touch of warmth and comfort that makes it stand out from the competition.