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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