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Take one take a look at Salento Organic’s packaging, designed by scd, and you will really feel immediately transported to Colombia. The candy pouches are full of vivid charisma by means of explosive colours and energetic patterns. The decrease a part of the packaging system serves because the product’s description, whereas the higher half highlights the flavors by means of extraordinary shapes and hues. While the construction is straightforward, the main points separate this model’s merchandise from a really crowded sweets market.
Salento Organics Salento is a one-of-a-kind city, positioned in Quindío, Colombia, a area well-known for its huge valleys, uncommon chicken species, and prime quality espresso. Those fortunate sufficient to expertise the city for themselves, would instantly discover the homes, a multi chromatic feast to the attention, shining brightly within the Andean solar.
Although there’s not a lot to do on the town, it positive doesn’t seem to be there must be; a peaceable stroll by means of the coloured streets is sufficient to really feel at peace. Exit city, head eastward, and also you’ll end up in Cocora Valley, dwelling of monumental palm timber popping up from the bottom, so far as the attention can see. These locations are really a pure marvel and two must-visits for the Colombian expertise. They’re additionally the place to begin for the Salento Organics model, makers of Fair Trade, wholesome fruit primarily based snacks.
The homeowners of Salento Organics (SO any further) bought to us in quest of a voice and a face. Initially, the model was a reasonably easy one, with a brand and a purely purposeful label to its identify (the brand, product identify, barcode and dietary data piled on a sticker). They advised us about their origins, their love for pure substances and processes, their mission to assist native farmers have dignified lives and jobs; and we couldn’t assist feeling particularly accountable for this venture’s success. It’s all the time good to begin a brand new venture, it’s particularly good when the venture we work on has an actual, optimistic impact on individuals who don’t have as a lot as we do.
We began by inspecting what SO already had: an institutional-looking brand on a sticker. On one aspect, the brand felt approach too critical for a model that wished to speak about pure substances and truthful commerce merchandise from unique lands. It was additionally filled with components, making it noisy and convoluted, with none discount energy. On the opposite hand, the packaging was virtually non-existent: brand and authorized texts had been piled on an adhesive label positioned on the doypack.
The model was in dire want of intervention. In honor of the city the place all of it started, we wished to be explosive with SO’s colours, and a look on the competitors confirmed us {that a} colourful model was the way in which to go. Also, the quite a few quantity of fruits used to make the chocolate clusters and bites had been a transparent invitation to make use of vivid and unique shade combos. It would make each the model, packaging, and different graphic items discuss each the product class and fatherland on the identical time.
Having talked with the consumer and all through the preliminary workshops and periods we had with and with out them, we understood simply how necessary it was for them and for the model to speak instantly concerning the fruit and its origins. The model needed to make a stand when it comes to what’s necessary and its beliefs: creating wholesome fruit-based snacks, whereas serving to native Colombian farmers on the identical time. The model was meant to transmit the happiness that serving to different folks brings, and so, the idea and subsequent model components needed to talk that a lot. “Fruit Made Joy” and “Locally Grown, Globally Enjoyed” had been some shut ideas for SO, however they didn’t really feel adequate. Another brainstorming session introduced concepts from funnier sides, seeing happiness as phrase play would make the idea playful sufficient.
Finally, two concepts remained, each a play on identified sayings, however remodeling them so they might discuss SO’s function and values. “For the Love of Fruit” was the shut second, an virtually definitive concept that got here near the winner: “In Fruit We Trust”. These final 2 had been what we wished SO to take as a flag and as a motto; thus we parted the summary realm with this assertion. Moving onto the model itself, a part of our inventive course of entertained an concept that was later revised. Salento Organics’ initials SO had been an apparent and virtually cute wink to the “so natural” “so wholesome” phrase play, and had some newbie potential. It needed to be discarded as a result of it clearly generated battle with the dairy free model So Delicious.
But it was for the perfect. Another resounding instance of the age previous lesson “the primary thought is rarely the perfect thought”. Looking again to our first brand drafts, we will see so many concepts and executions, going from the extra critical trying ones to the playful and harmless ones, all the time with the thought behind to indicate some type of hyperlink with the pure, fruity and unique world of fruit. Sure sufficient, some concepts could be stronger than others, and with the assistance each from the within staff in addition to the consumer, we had been in a position to middle the proposals to the tip consequence. For this brand, we thought again on the Valley and the Town we had seen firstly.
The towering palm timber so necessary to the area, folks and nation. The tropical look&really feel we had in our visible tradition. It all added up in an effort to make a typographic brand with a transparent and easy abstraction of the palm timber we’ve grown so keen on. A jumpy, quirky, and distinctive, modified font could be a direct name to a cheerful, joyful model. For the packaging, SO had 6 merchandise that may be launched with the rebrand. 5 of them are chocolate coated fruit clusters: Dragonfruit, Mango, Pineapple, Banana and Goldenberry. The sixth one is Peanuts dipped in chocolate. All of them made out of solely 3 substances every; an natural, Fair-Trade, non GMO snack. It was with these first 6 merchandise that the model would exit on the market on social media and on well being shops for the primary time.
The six of them had been to operate as a household, primarily to distinguish themselves from future traces like pure dried fruit. For this one, we saved in thoughts the conceptual and categorical significance of vivid, explosive colours and quirky, enjoyable fonts. We designed the bundle construction to indicate the method and making of the ultimate product; a mix of unique, pure fruits with the candy, easy, tasty darkish chocolate. All 6 of those designs would have their entrance face divided into 2 components.
The decrease half would function the descriptive half of the packaging; product description within the three predominant colours, over a darkish, chocolate brown background that may undulate to symbolize liquid cocoa, the unifying ingredient of all 6 members. The higher half could be the primary differentiator, and could be an explosive, colourful feast that contrasts with the underside half. The Logo is positioned in the midst of this half, and serves as the place to begin for summary, natural shapes, representing the fruit.
The logocentric composition of the illustrations would combine with the chocolate wave that’s the backside half, to create a easy and concrete construction, simply replicable to different merchandise if wanted. For the again panel, the preliminary thought was to inform an origin story. Presented with an illustration of an exquisite view of the Cocora Valley, the thought was to indicate a fraction of the fantastic thing about the place that impressed this model. In the tip, although, we needed to simplify this panel in an effort to not oversaturate the packaging. We would have liked to inform this story, which is now current on SO’s webpage. After many ins & outs, tweaks and changes, we had been joyful to make the decision, and print the ultimate artworks. Be positive to seize some in case you get the possibility, they’re fairly rattling good.
