Package Design's third annual Makeover Challenge has begun. The product line for this year's re-examination is Fresh Body Market. This vegan-certified line of skin products is made of fresh fruit and vegetables, and its target audience is body-conscious and environmentally knowledgeable women who enjoy quality products. The products are inspired by innovative uses of real fruits and vegetables, and even have freshness expiration dating.
Kendall Ross principal Tim Ross tried to look objectively at the current Fresh Body Market packages and wondered: Would a prospective customer know instantly what this proudct was for? The team at Kendall Ross thought there was a big disconnect between the actual product and the packaging - that even though it was clever packaging, it wasn't strong enough to be truly successful in the retail market.
David Kendall, the other principal of the firm, adds: "You have to ask yourself: 'Where is that package going to reside?' You purchase it off the shelf, but it actually exists in your life at some other place, and it needs to be appropriate for that place. For example, the product that was packaged in a jug of milk is not something I'd want to keep where I take a bath. To me, and I think to most consumers, it was not very sophisticated or appropriate."
Read the full article, as featured in "Package Design Magazine" - July, 2006
To learn more about this project, or any of our featured work, contact our client development team via email or call +1 206.262.0540.
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