Media Design had 2 projects this quarter, but both were large. The second project was to choose a product from the grocery and rebrand it. My idea was to pick a badly branded package so that no matter what I did, it would have to be an improvement.
Voila! Enter Annie’s Homegrown. From a design perspective, this package has more things wrong with it than I can list out here, including multiple renditions of their very complex logo, too many typefaces, and way too many messages coming at the buyer – from all sides of the box.
Upon researching their brand, I began to fall in love with the company and the concepts they were attempting to communicate. Concepts that were getting lost in the myriad of messages jumbled on the box. I decided to focus on two:
- Bernie the bunny (their mascot and current logo, as well as the shape of their graham cookies.)
- Their push for organics, recycling, and green.
Our first step was to re-create the logo. I chose to stick with the bunny, update his look, simplify the overall logo, and make him kid-friendly.
My logo / wordmark went through many iterations before coming to rest with the following look and color scheme. With this logo, I think there are opportunities to change his colors depending upon the product. I went with this choice to complement the simplified color palette I was planning to use on the packaging.