A family- owned business founded in 1995 as a wholesale dry fruit and nut distribution company. The younger generation of the family started their online operations a few years ago and they have received good response in a shorter span. As the second stage of its expansion they approached me to work on rebranding and update packaging.
Scope: Branding / Packaging
Based on data provided by the client and my own research into their customer base, competitive landscape, and both local and global comparisons, I decided to take a radical and distinctive approach to appeal to their target consumer group—24–35 year-olds from urban areas. The new packaging and identity create a look and feel that is fun, personal, and a bit nutty to represent the brand name. The redesign incorporates a chatty tone of voice into the packaging, featuring friendly hand-drawn typography and illustrations. A contemporary and modern color palette completes the cheerful look.
The sample package, launched six months ago in selected markets, received a fantastic response. Consequently, the brand is now completely adopting the new look and feel.