One of the most popular trends for “simple” products is to put the purest form of the ingredient on the front of the package.
In this case study by Carrie, we look into Crispy and Green freeze dried mango. They recently rebranded and have followed a trend very similar to many big companies: showcasing that their single origin ingredient contains actual fruit by putting a piece of fruit on the front of it.
The difference in the rebrand is basically stripping down the old label to something even simpler. Not only is the package just one “color”, but the mango is now shown as a whole, uncut fruit.
Carrie argues that this can confuse the consumer because a mango gives the image of a ripe and juicy, whole piece of fruit even though you’re getting a bit of the opposite. If I were to look at this package, I would think something like a starburst or gummy candy.
It’s always good to note that the package of your product conveys the message you want to bring. I really disliked some of the bar designs at Isagenix because even though they had a peanut butter bar, they decided to showcase the brown log that is the protein bar. Not even cutting it in half!
In contrast, I loved Quest’s design when it comes to packaging visuals. For example, Pumpkin pie has a visual appearance of a pumpkin pie and the swirls of contrast introduces a creamy mouthfeel.
So next time you design your clean label packaging, perhaps incorporate design cues to help convey the texture of the product.
Here are Carrie’s Notes
Crispy Green recently finished a complete brand overhaul. Its new pack has a greater immediate impact and is on-trend for clean label (less text, highlights ingredient, bold color) – but in searching to stay interesting and relevant, the pack oversteps the product. The pack appeals to (maybe even visually promises) that refreshing moment of biting into a fresh, sweet, juicy piece of fruit. You can almost reach out and touch the mango. It’s beautiful – in fact, it makes me want some mango right now. But what happens when you tear open the pouch and find a handful of shrunken, freeze-dried crispy bits with zero refreshment – in fact, the very opposite? Freeze-dried fruit has its own joys and benefits, but after being primed by the pack, well, I’m pretty sure I’d end up feeling disappointed. What do you think?
