Devonsheer had a dated look that used dark brown tones that were contrary to consumer eating habits trending toward lighter, fresher and healthier options. They also desired a flexible packaging solution that optimized shelf presence on a variety of shelf types. Chipita also wanted the design to work inside of a larger system that could be used in both grocery and club store formats.
We created a light and airy design that played up the natural and organic qualities of the product without moving too far away from the established brand. We also created grocery sized boxes that could sit vertical or horizontal (back and front share same design but landscape/portrait in format) based upon that retailers shelving system. Lastly, we developed a club package that housed 4 grocery boxes. This significantly lowered production, design and printing costs.
The rollout created a huge increase in sales and distribution. Walmart wanted to capture the success they were seeing in the grocery aisle and took the product into all North American Sam's Clubs. We ultimately created the packaging with English, Spanish and French languages for accommodating those rapid market expansions.