Some kids will do anything to avoid eating their vegetables. They'll feed them to the dog, hide them in a napkin, or simply refuse to eat anything at all. When we were asked to design kid friendly packaging for a new line of green beans, we turned to a childhood classic for inspiration. By using "Jack and the Beanstalk" for design cues, we were able to create a more approachable product for the targeted market. Giving the veggies a "magical" spin through the use of whimsical graphics and illustrations allowed us to deliver a package that kids could relate to and one that helped parents encourage their children to eat healthier.
This packaging was an immediate winner with kids and The Produce Marketing Association who presented the design with it’s Excellence in Packaging Award.