Responses by SLD.
Background: For Vegensy, a line of vegetable chips, we created this rebrand to unite different audiences in its communications: from the elderly who care about their health to businessmen and office workers who want to replace junk food with healthy snacks.
Design thinking: We did some research and realized that everyone blames themselves for eating something unhealthy. To reverse that, we decided to praise the audience on our packaging. If you’ve taken the stroller with the baby outside from the second floor of your building, you’ve already spent calories. If you’ve had sex, that’s a lot of spent calories. If you’ve gone to the store, played with your kids or led a meeting… And so on.
Challenges: Combining all the messages, technical information and photos on the packaging. We wanted to leave it minimalistic and clean while being informative, since it was important to us that we showed the difference between Vegensy and typical chips.
Favorite details: We pride ourselves on the fact that the packages are thoughtfully designed. The main illustrated element works as an eyecatcher on the shelf, and when the customer picks up the package, we deliver messages based on our insights into their motivations for doing so.
New lessons: We realized that it is possible and necessary to communicate brand messages through packaging. It is important that customers interact with the label, even taking pictures with it.
Visual influences: We love early 20th century collages. In this packaging line, this technique helped us strengthen our communication.