Brief:
Graze provided this brief for my interview application. I presented this work for the application for a Mid- Senior Designer role.
NEW Nut Thins are made from a mix of nuts, seeds and dried fruit in an extra crunchy bite-size thin. Each portion is high in plant protein and fibre, with only natural sugars coming from fruit.
Each pack is also under 100 kcals for all five pieces. Create packaging concepts for each of the following positioning routes for research. Please ensure that both routes look decidedly different from each other so we can learn as much as possible from this testing.
Route 1 – Calorie focus
This consumer looks for convenient yet tasty snacks which deliver health via low calories.
Hierarchy of pack messaging:
1:Brand, 2:Health & 3:Flavour
Product name: Nut Thins
Flavour: Apple, pecan & cinnamon
Must include: prominent '99 kcals' callout
Route 2 - A little treat
This consumer often reaches for the biscuits for a sweet afternoon pick-me-up but feels guilty afterwards and is looking for a healthier alternative.
Hierarchy of pack messaging: 1:Flavour, 2:Brand & 3:Health
Product name: Fruit & Nut Delights
Flavour: apple, pecan & cinnamon
Must include: a prominent 'only natural sugars' callout.
• The designs should be noticeably different from the protein power range.
• Health claims: Make sure at least three claims appear on each concept.
Creative:
With two given routes of the design application, I looked at the guidelines and current designs and sought inspiration from the brand to ensure consistency, look, and feel.Sketches:
With a surplus of delicious Graze snacks nearby, I sat down with pen and paper. My housemate's hot-water bottle 'Mr. Sloth' provided supervisory consultation as I sketched various front-of-pack designs. While considering hierarchy and the brief, I also embraced creativity and freedom in the process.
Digital:
I digitally crafted both Route 1 and Route 2, prioritizing simplicity and adhering to a black-and-white design to ensure alignment with the base structure and brief. Satisfied with the black and white versions, I infused the brand colours into both designs and created icons to enhance the benefits presentation.
The chosen colour palette was carefully selected to stand out effectively, considering the product's positioning alongside others in stores.
Supporting Bubble:
Within the bubble design, an iconic illustration always takes centre stage, serving as a quintessential Graze brand element that represents the product uniquely.
Likewise, for my application, I took inspiration from the flavours of the product and applied the personality approach, reflecting the brand's essence. Representing the flavour, the cinnamon ora and smell, the apple's zest and the pecan's fuel.
Final: I presented the development of both routes, and the final two are shown with a full-colour treatment, custom icons and supporting bubble vectors.
Campaign:
For the interview task, I not only developed packaging concepts but also created campaign material. This showcased how the product can be creatively brought to life across various assets, including posters and social media visuals. The message is fairly on-brand, but I wanted to keep a sense of personality and playfulness with the Katy Perry quote to spur interaction via social platforms.