Everipe produces a unique line of blender-ready smoothie kits – freeze-dried fruits, superfoods, and nuts packaged to make a delicious, clean-eating solution in seconds. Most people know what freeze-dried food is but many might not be familiar with the idea of the product that Everipe offers. Shelf-stable smoothie kits are a new category in grocery stores so it was imperative to use more effective communication cues and illustrative elements to quickly convey what the product is, and how to use it, while promoting appetite appeal.
While colorful, the previous packaging, pictured below, didn’t communicate the purpose of the product. Showing the freeze-dried fruit in the window without a clear explanation, confused the consumer into thinking Everipe was a ready-to-eat snack. In addition, Everipe needed to bring the design to the next level to approach giant chains such as Walmart.
Our new design now emphasizes the brightly-colored fresh fruit while communicating clearly how the product is used through both illustration and type. The use of a blender instantly conveys the convenience aspect of this product and the fun, moving fruit brings energy and vitality to the overall look.
The final artwork is bold and illustrative, with a clear message and instant brand recognizability. The new package disrupts the store shelves and brings quick awareness, and excitement, to this new food category. Needless to say, Walmart buyers picked up all five flavors, and featured Everipe as New Product of the Week at their corporate headquarters in Bentonville, AR.