To continue on (see initial logo rebrand) with the themes of Annie’s Homegrown, which are organics, earth-friendly, recycling, and kid-friendly, I chose to make the packaging simple.
With their current packaging, which is 196o’s psychedelic tye-die, I believe they are trying to hark back to a time that speaks to those values. However, their message only targets a very small group of people between 50-60. Maybe. The problem with this type of message is that a younger generation won’t relate and an older generation might take exception, depending upon their experience with the youth of the 60s.
So I chose a more modern approach to the concept of “all natural” with minimalism and using a recyclable cardboard box. Then it was a matter of designing every side, top, and bottom of the box. This included photographing the product (and eating any broken crackers… you can not have broken pieces in picture, for heaven’s sake!)
The only thing I would change is the recycling emblem – from green to white.
The teacher suggested I send them a copy of this. Hmmmm. This is so opposite of the colorful tye-die, but you never know.
In addition to the package, we were to design a magazine ad. Once again, I went with simple and used one of Annie’s current taglines.