Project: Salton INTENSE

Development of specific range for the external market of Salton winery.

Vinícola Salton is one of the three largest Brazilian wineries, with a turnover exceeding USD 400 million annually. However,  its strength  lies in the domestic market, where it leads in the sparkling segment and it has very good participation with increasingly stronger brands in premium wines.  Its  following challenge was to develop a strong brand that can be positioned in external markets, focusing on U.S. and Europe. We developed a brand strategy and product image that would help show the values ​​of Brazil (mainly joy, color, passion) but without losing the elegance and value that a product of this segment needs to transmit.

The Carnival is the main cultural event that takes place annually and is one of the country’s cultural icons. We took the essence of carnival, represented by plumed helmet that  the principal dancer of each samba school wears and that was the icon chosen as image tags. The result has been very balanced,  conveying  both the Brazilian joy and the elegance and value of a product in this segment. The product has had rave reviews from press and importers both from USA and Europe. Now  growing exports are expected.

We developed a small calligraphic lettering system for sub brands and descriptors. We also developed the art of  the helmet  with colors and techniques such as stamping, silk-screen printing, etc. Selected papers are ultra resistant to moisture, a conditioning feature of the climate in that country.


Creative Director: MARIANO GIOIA











Calligraphy:  NAHUEL Arrúe

Contributors:  JEREMIAH MARIN

Project : SALTON INTENSO ME (Foreign Market)


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Ancient Wisdom to Fuel Your Greatness

In early 2013, Blake Niemann, the creator of Keenwa Krunch, began working with WFM to reinvent the packaging for his line of quinoa snacks “without preservatives or artificial junk.” He was planning to increase distribution to a wider audience as well as creating an identity that could be utilized in future line extensions. The client, a strong advocate for the power of nutrition and proponent of agronomic versatility, presented the design team at WFM a very clear idea of where he wanted his brand to go.

He explained that during the inception of the original packaging he was inspired by the extensive history of quinoa in Inca culture. This was a driving force for the development of the “offering bowl” icon. Today, science tells us that quinoa is not only a great source of protein but also carbohydrates, fiber, healthy fat, vitamins and minerals. The Inca, however, didn’t need modern science to tell them qunioa was good for the body. They saw the physical benefits of having “the super seed” in their diet. It made them powerful warriors, built an empire and kept their families healthy and well fed. Quinoa wasn’t just a food for them. It was a gift from the Gods.

The challenge the WFM team faced with redeveloping the existing brand was to not only reflect quinoa’s heritage, but also to introduce it to mainstream culture in an energetic, contemporary way that would resonate with an active, health conscious audience. Recognizing that Quinoa’s intrinsic health benefits were on target with current market trends, WFM realized that now was the perfect time for consumers to rediscover the wonders of this ancient superfood. Fortunately for WFM, the client shared this enthusiasm.

“He’s passionate about being the ‘Quinoa Guy.’ He lives and breathes it,” said art director Matt Kennedy about Eat Keenwa founder Blake Niemann. “He has an authentic product and the design needed to communicate that. His product doesn’t need a lot of substantiated claims to convince consumers it’s good for them. He’s not trying to convince you ‘Froot Loops’ are healthy. Quinoa is the real deal.” 

Respecting the cultural references of the established packaging, the WFM team began by making adjustments to the logo, refining the bowl icon and the type treatment. They also explored some more substantial changes that would better position the brand as an energy source that fuels an active lifestyle. The client, seeing potential in pursuing both aspects of the product, asked the design team to develop the brand incorporating the old with the new to create a packaging line that paid homage to quinoa’s origins while appealing to the modern fitness warrior. This balance between the historic and modern aesthetic is embodied by increased emphasis on the “fuel your greatness” tagline.

“Designer Angel Crespo decided to utilize the bowl icon for the product window, giving us the perfect way to reconcile the Inca inspired element with the vibrant, high energy background. The historic reference is there but the active lifestyle messaging comes first through the strong color palette, type treatment and modern graphics” said Kennedy.

To address concerns about future product expansions, WFM recommended rebranding Keenwa Krunch, creating instead the more versatile eatKeenwa overbrand which provides better flexibility for any future line extensions that may require a change in product form. The new eatKeenwa brand is now a dynamic and exciting offering that hands down ancient wisdom to today’s active and health conscious consumer.

Designing Compelling Consumer Experiences
Originally established in 1972 under their founders name, William Fox Munroe, WFM has been creating high-quality packaging designs for over 40 years. Today, they continue that legacy with their dedication to developing memorable, award-winning packaging and point of sale materials. With a staff of specialized designers creating compelling graphics everyday, WFM is uniquely qualified to provide exceptional, cost-effective design solutions on time and on budget. WFM’s mission is to assist every client in developing their brands in ways that enhance the consumer experience while reinforcing the product message. They are focused, fast, and friendly, qualities essential to building strong and lasting relationships with a diverse clientele who benefit from WFM’s extensive category expertise, marketing experience, and strategic thinking. WFM makes it easy  because packaging design is what they love to do.

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Makeover Challenge Concept Reveal: McHale Design Inc.

McHale Design Inc. | Long Beach, CA

“One of the challenges we had is that vitamins are very clinical,” Michael Kishaba, graphic designer at McHale Design, remarks. “It’s very similar to medicine in design in that companies don’t have to rely so much on being pretty.”

Adding to this very clinical look is NOW Foods’ use of its trademark color—orange. “When you’re at retail and you look at the brand, it’s this bright orange and that’s their brand,” Maureen McHale, president and chief creative officer at McHale Design, remarks. “But the thing is, it looks dated and it looks generic.”

McHale creative director Martha Catlin adds: “The current florescent state, doesn’t speak of natural, it speaks more of chemical or manufactured.”

“But orange is their color,” McHale remarks. “So we started with some versions that had orange bars.” The McHale team sent half-a-dozen explorations to NOW Foods, which ultimately whittled down the selection to two—with the agency choosing the design that would ultimately be submitted for the Makeover Challenge—sponsored by Hazen Paper Company.

That design is shown above. Art director Jane Lau, who imagined this design, drew the character out of the brand in a very literal sense. Lau depicted the key ingredient in each supplement as a single-color illustration. Behind this illustration was a background with a blended palette of orange and yellow containing a subtle illustration of a leaf. This illustration-driven background delivers a natural, organic cue while retaining the orange that NOW Foods’ existing customers associate so strongly with the brand.

 Catlin adds that the product illustration paired with the iconography helps communicate product benefits visually versus with copy. Icons featuring a graphic image and a typeset name were created for three product segments—nutritional supplement, oil supplement and herbal supplement—which are bordered in red, blue and green, respectively.

These product segment colors are carried over to the illustration and product name holder. The agency also recommends that the color coding is used for the caps, which NOW’s product marketing manager Jim Ritcheske unfortunately reports is outside of the financial and operational constraints put on the project.

That’s not to say that the McHale team didn’t consider the financial implications of its design recommendations. “We talked about doing something for the bottle,” McHale recalls. “But the cost was so prohibitive for the NOW company, it was ridiculous. It wasn’t even an option.”

They did decide to add spark to the NOW Foods’ B-12 shots, which are housed in a carton, with structural design versus special effects. The B-12 packaging starts with a belly band that emulates the label, complete with the redesigned logo that’s in a heritage color versus the current blue, green and orange. “This more natural brown is the color NOW’s logo used to be,” McHale explains.

The belly band encircles a tall box with a magnetic closure that delivers a novel experience each time the package is opened.  The box opens to reveal two compartments—each containing six B-12 shots. The consumer then can quickly see how many shots are in the package and note if he or she had missed a dose.

The upscale appearance of the carton and label are intended to raise the perceived value of NOW supplements. “I’m a little cautious,” Caitlin says. “So I think it’s important to up the perceived value of something you’re ingesting.” 

You can cast your vote now for McHale Design Inc. at, or in person September 23 to 25 at the Package Design booth (#6217) at Pack Expo Las Vegas. The agency with the most votes wins the challenge and will be featured in the November 2013 issue of Package Design.

Return to the 10th annual Makeover Challenge—sponsored by Hazen Paper Company reveal.

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Want Results? Avoid Beauty Contests When It Comes To Package Design

Want Results? Avoid Beauty Contests When It Comes To Package Design

Marketers will often turn to focus groups for feedback on current or proposed packaging design. Unfortunately, traditional focus groups tend to mimic beauty contests. They turn into opinion gathering sessions that support a participant’s point of view, rather than providing feedback on consumers’ actual buying behavior within the store environment where products are purchased.

Participants play art director over design issues, confuse the brand with the package design, react emotionally to price increase questions, and talk about what they “like” and “don’t like”. As a result, the output quality of this type of research is minimal at best.

On the other hand, effective behavior-based focus group research measures the effect of brand influence, analyzes the buying behavior of participants in a comparative retail environment, and uses eye-tracking technology to find out what consumers pay attention to – and what they ignore.

The significance of brand influence

Effective brand value testing involves separating the brand name from the actual proposed or current package design. This measurement gives an indication of how the brand is perceived prior to seeing a packaged product. Participants are then introduced to the packaging and asked if the new or proposed package design adds, or detracts from, perceived brand value. Marketers may be making a costly mistake if the perceived value of a brand is negatively affected by a new design architecture.

Buying behavior of participants in a retail environment

Packaging design is measured and tested in the comparative marketplace for which it is intended. A comparative marketplace is one in which the competition sits side by side for comparison and consideration. This is a circumstance that does not usually occur in print and broadcast media; as competitors usually do not jockey to be side-by-side.

According to Wharton School research, over one third of the brands displayed on the shelf are never seen. A colorful and exciting new design that is approved in the boardroom or chosen in a focus group may fail if all the other packages on the shelf in the same category are equally as colorful and exciting. Contrast is what makes a package design stand out on the shelf, and this can be achieved through the effective means of both design and structural innovation.

Eye-tracking technology

Consumers spend 2-3 seconds scanning a package for relevant information. If they do not immediately comprehend the benefit they will move on to a competitor’s brand. It is imperative to know what consumers are seeing and what they are not, and this can be done effectively with eye-tracking technology. This type of research gives marketers an idea of which messaging to prioritize, and which information to minimize.

Not surprisingly, the more text there is on a package, the less it will be read. Unfortunately, many well-meaning marketers think the opposite, and act accordingly. Some of the product designers at Microsoft have put together a great parody of this practice by showing how the Microsoft marketing department would redesign Apple’s iPod package. Instead of the simple and elegant messaging Apple created, it becomes a hodgepodge of system requirements, badges, call-outs, sub-branding logos, benefit statements, feature lists, and more!

Effective behavior-based focus group research goes beyond “opinion gathering”, giving researchers the feedback necessary to understand the impact and value of both present, and proposed packaging design in real-world terms.

Tim Robertson is Creative Director of BigCity, a packaging design agency. Visit for more ways to avoid old-paradigm thinking around package design and research.

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