Cherry Central
This farmer co-op needed a healthy-snack cpg packaging design that could impress buyers in k12 schools.
For school foodservice directors trying to meet tough USDA nutrition standards with tastes that will actually appeal to kids, Cherry Central’s functional fruitHaven snacks had all kinds of potential.
FSDs were thrilled that each snack met the requirement for a single fruit serving. They cheered the clean, all-natural label. And they were especially drawn to the story of the farmer-cooperative that grows the product.
But the cpg packaging design was a disconnect.
Cherry Central called NewPoint, and got a solution that not only won over the FSDs, but became fruitHaven’s new retail package as well. This did two things. One, It streamlined production costs. Two, it also ensured that k12 students who love the product would recognize it on shelves outside of school.
First, NewPoint moved the existing packaging design from a vibrant, colorful and whimsical look & feel that talks like a candy product—the big sticking point for FSDs—to a cleaner, more disciplined look & feel that appropriately reflects the healthy, clean-label benefits of the product inside.
At the same time, designers turned down, but not completely off, the illustrative-style. This maintained a fun, relaxed tone capable of resonating with the young, and the young at heart.
Then, to support the sales team reengaging the school market with this new package, NewPoint developed collateral that showcases the design. This also emphasized the hot-button benefits that appeal to school nutritionists, functional snack buyers at retail, and their family-oriented customer shoppers.
Project Components:
• Market research • Competitive Research • B2B Marketing Strategy • Stakeholder Interviews
• Creative Brief Development • Food & Beverage Consumer Packaging Design