How do we package food? In today’s submissions for our Packaging 10 Competition, two design firms capture the intricate process that goes into advertising classic food products for a new and modern audience.
In “Quaker Oat Congee” (above), PepsiCo Design & Innovation were tasked with designing the packaging for an on-the-go breakfast bar infused with traditional Chinese herbs. On the design process, PepsiCo shared that the firm’s biggest challenge was figuring out a way to package what they called “1000 years of Chinese tradition” into a grab-and-go breakfast bar for modern consumers. The solution was found in pharmacies and herbal stores, where PepsiCo’s designers took aesthetic inspiration from authentic and traditional medicines. The end result is a marriage between old Chinese visuals and current contemporary design.
When explaining the final product, PepsiCo shared that their packaging relied on “modern, reductive illustrations of [their] ingredients layered with textures and symbols from traditional Chinese medicine.” Ultimately they created a perfectly packaged, pastel breakfast bar that promotes wellness and tradition through a “visual language that is quintessentially Chinese.”
“Bumble Bee Seafoods” (above) takes a different route, with design firm BexBrands opting for “sharp, high-impact photography” as the package’s focal point. Under the creative direction of Jeremy and Becky Nelson Dahl, art director Molly Mann and designer Aaron Bueg were able to create a “bold and delicious” design to sell Bumble Bee Seafoods’ new line of flavors. The group shared that they wanted to remain loyal to the brand’s original tone while still adding a modern touch for new consumers. The end result was a striking series with similar typography and colors to past iterations, but is modernized through a new lighthouse logo and added textures to enhance the brand’s overall sophistication.
To submit your own designs for our Package 10 competition, visit graphis.com for more information.