Packaging nut butter design proposal

They say not to judge a book by its cover, yet we always judge a product by its packaging. Especially when we’re the ones to create it, ’cause we’re our own biggest critics. And what we look out for the most when it comes to packaging is the balance between two essential factors – the product and the type of consumer it’s targeting. Design starts only after a concept has been established, and the latter one is always conceived based on a thorough analysis of the two factors we mentioned above.

Well, a product such as fresh butter made from different kinds of nuts is surely targeting an educated audience, with above average income, very focused on health and nutrition, and as a whole very committed to a healthy lifestyle. Thus, even though aesthetics are an essential aspect for any label, the most appropriate style for such a product, fully meant to attract the type of client we’ve discussed before, is closer to minimalism, “light”, and enriched with elements and colors that capture the essence of the product (green and brown) and make one think about the concept of “natural”. However, the informative side is much more significant here than for most other labels because our consumer likes to know exactly what he or she is buying, along with the nutritional values of the product purchased for the boost of energy he or she needs (yes, especially because of this last aspect we decided to highlight “FUEL CRUNCH – Freshly Made Nut Butter”).