SMUCKER'S

REBRAND AND PACKAGE DEVELOPMENT CASE STUDY

CHALLENGE

100 year old North American manufacturer and marketer of branded food products engaged Kennedy Creative to focus on new branding opportunities for single serving containers of one of its premier fruit spread brands. The client desired elements that improved brand presence and the user experience at retail.  After client consultation and category research, Kennedy Creative used the client’s brand style guide to determine viable options to update the look of its portion control packs.

 
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STRATEGIC SOLUTION

  • Samples of several SKUs were produced and tested at multiple retail locations where user experience, brand identity and market data was collected.  
  • Information revealed approval ratings for various elements and drove final design decisions.
  • Created all SKU imagery and developed all portion pack package products.
  • The new packaging development process enabled 25+ SKUs to reach nationwide outlets in record time.

RESULT

This project was successful on multiple levels. The finished concept was an image driven package that emphasized the desired brand identity elements “wholesome, nutritious, and fresh” while remaining consistent with the client’s brand identity guidelines. Additionally, Kennedy Creative was able to improve the clients go to market process with a streamlined design regiment that delivered completed packaging on over 25 SKUs. Lastly, Kennedy Creative’s classic design elements have stood the test of time and for the past 10+ years the portion packs are still being sold around the world.

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