Responses by Jorge Montyoa E., creative director, Creamos
Background: Halau is a new brand of crispy fruit snacks inspired by the joy and colors of the isles of Hawaii. We wanted to captivate audiences with young and contemporary packaging—that would be bright enough for people to put in their bags, trendy for them to carry around, and attractive to children—and communicate the brand’s message of a more fun way to eat and enjoy fruit snacks.
Reasoning: Halau was trying to market itself as a brand that has a more fun way to enjoy fruit snacks, so we had to show that message through the brand’s packaging. That’s why we used a lot of color, style and good taste to attract everyone’s attention.
Challenges: It was definitely difficult to get that perfect impeccable production with the printer that would allow us to achieve the ideal color and details related to the packaging.
Favorite details: We are very proud that we have created an identity for the product that was both bright and thought-provoking, but not too much, in a realm where most items are marketed using precise product photography and conventional designs.