The Dieline 2015: 2nd Place Confectionary, Snacks, Desserts- NA! – MON FRUIT JUSTE MIXE

CONTEXT

In 2009, the model invented the primary snacks one hundred% pure and with none compromises. No added sugar, nor preservatives, nor dyes, nor sweeteners. This was an enormous revolution within the snack and meals-on-the-go market. The model needed to be synonymous with the pleasure of guilt-free snacks, with the playful various to consuming fruits. In 2014, the model determined to problem the market of compotes in squeezable pouch with a breakthrough innovation. This was made attainable by the distinctive know-how ” fruit + course of » which permits, inside 24 hours, to maneuver from the picked fruit to the blended fruit, with out cooking.

OBJECTIVES

-Make this breakthrough innovation clearly comprehensible to shoppers: ” this isn’t a compote however a pure blended fruit, and that is it ».

-Distinguish the product from its rivals: the compotes in a squeezable pouch, and assert its place as a brand new phase.

-Design an impertient packaging to create a buzz round it and make it very fashionable.

CREATIVE ANSWER

The packaging’s design was created from the concept ” one image says greater than a thousand phrases ». It needed to categorical instantly what the product is: a pure blended fruit, that is it. Common, thrifty with phrases: it narrates itself greater than it explains itself. It was designed to thumb its nostril on the market conventions, and to shift paradigm: from the compotes in a squeezable pouch to the fruit you’d purchase at your greengrocer.

This obviousness is expressed by means of a easy idea : the packaging is itself an entire fruit : it has its form and its type, it has its freshness with the water droplets, it has its codes with the little label, putting in the model, that you’d discover in your greengrocer’s fruits. Briefly, this

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