Project Creative Brief
Design a rebrand of a Kroger product to (reach the target audience more readily and (2) make the product stand out from its competitors on the shelf.
Client
Kroger Private Label Division
Product
Sweet & Salty Granola Bars
Who is the target audience?
According to this Michigan Univ study on snack bars, the main audience for granola bars is:
Households with children
< >Older adults (who consume granola bars for health reasons).Men are interested in their “nutritional value, protein, vitamins and nutrients.”Women view them as a weight loss tool.http://msue.anr.msu.edu/news/healthy_snack_bar_sales_will_rise_as_america_snacks_more
How will the product be changed?
Kroger doesn’t want any changes to their existing store logo, so I will change the colors, fonts and images for this specific product.
Colors
The current colors are medium browns with medium dark blue boxes.
The product is mostly light brown.
I plan to incorporate more whites and blues into the packaging design palette, so the new image photographs will pop.
Images
Since households with children are the biggest audience, I will feature active children on the box. I’ll also include photographs of the product.
How will the shelf impact be improved?
Currently, the product package blends in with similar products. The higher contrasts, lighter colors, and increased readability will attract the eye more effectively.
Why will the audience be attracted to this new marketing strategy?
The new packaging will highlight the health and convenience benefits in a visually attention-getting way.
Product photograph of final packaging mockup.
Original box was carefully dismantled and scanned.
Scan was brought into Illustrator, then trim lines and fold lines were created using the pen tool.
Illustrator file was brought into InDesign.
Images were obtained from stock site
Images were brought into Photoshop to edit.
Final images were brought into InDesign.
Layout was completed.
Mockup was printed, trimmed, folded and glued.
Then photographed in store on the shelf with original box.
Scan was brought into Illustrator, then trim lines and fold lines were created using the pen tool.
Illustrator file was brought into InDesign.
Images were obtained from stock site
Images were brought into Photoshop to edit.
Final images were brought into InDesign.
Layout was completed.
Mockup was printed, trimmed, folded and glued.
Then photographed in store on the shelf with original box.
Original box
