Cherry Central
This farmer co-op needed a healthy-snack package design that could impress buyers in k12 schools.
A Path to Growth: CPG Packaging Design
Farmer-owned cooperative and international fruit supplier Cherry Central locked in on a promising growth opportunity when it launched its own proprietary fruitHaven consumer brand in 2021.
What made the opportunity especially exciting was how the fruitHaven product line, led by the Montmorency tart cherry, was so ripe for the meteoric rise of functional beverages and snacks, particularly across all age groups.
So, when executives wanted to make sure the brand image and retail packaging were reflective of the line’s clean-label and natural health benefits without feeling too sophisticated for K12 youth, they called NewPoint.
Shaking the Tree of Creativity
- Evolve the initial snack-package design to have broader market appeal across all age groups.
- Migrate from a vibrant, colorful and whimsical look & feel that talks like a candy product, aging the brand down, to a cleaner, more disciplined look & feel that talks like a functional snack and aligns with more discerning consumers. At the same time, turn down, but not completely off, the illustrative-style that still maintains a fun, relaxed tone capable of resonating with the young, and the young at heart.
- Develop new channel sales-support materials featuring the new packaging and emphasizing the hot-button benefits that appeal to functional snack buyers and their retail-shopper customers.
Project Components:
• Market research • Food & Beverage Consumer Packaging Design