- A new generation of health-conscious consumers are looking for wholesome, nutritious snacks that fit their healthy lifestyles. But what does “healthy” look like? Our redesign of Sunsweet’s dried fruit and juice packaging — with natural-light soft-focus editorial photography — conveys its attributes at a glance, offering this old-world treat within a new-world vocabulary.
STRATEGY, PACKAGING DESIGN, FLAVOR SYSTEM, STRUCTURAL DESIGN, INTERNATIONAL PACKAGING
- Since the invention of the fruit crate, fresh and dried fruit packaging has been constrained by print limitations, resulting in often heavy-handed fruit illustrations that were inappropriately artificial. When Sunsweet proposed using high-end roto-gravure on its flexible packaging, we looked forward to using high-end photography, subtle photo effects, and a softer color palette to paint a more realistic picture of its natural virtues.
- Sunsweet has been selling prunes as an all-natural digestive health remedy for more than a century, so there was a real concern about retaining brand equities — and existing customers — while simultaneously moving the overall look and feel into the future. One helpful anchoring device was the “fruit sticker” element which evolved into the new flavor system, harkening back to early fruit crate art and adding a sense of continuity across the decades.