ANCIENT HARVEST

PROJECTS:

Re-Brand
Logo
Brand Identity
Brand Standards
Packaging Design
Bilingual Packaging
New Product Development
Front-End Website Design
Print & Digital Ads
Sales & Marketing Collateral
Apparel
Tradeshow Booth
Product Photography
Photo Editing

CHALLENGE:

Ancient Harvest needed to revitalize their brand identity and packaging without confusing consumers and losing their long standing position in the pasta category. The biggest focus was on the brand name, it was lost in the packaging and needed to be reintroduced with a new, fresh look. The new system needed to accommodate new product development as the company grew. The single requirement: keep the teal!

SOLUTION:

This re-brand needed to be slow and strategic to maintain familiarity and we needed to allow for the ability to push forward into more exciting designs to accommodate future growth both in category and brand personality. The original package was busy, it was hard to find essential call outs, specifically the brand name. A new communication structure was desperately needed. We started by defining the most important communication points that reflected the needs of their consumers as well as their brand values. Ancient Harvest wanted to share their long history and their connection to the sourcing of their quinoa, Bolivia. A new logo and the use of old world typography on the packaging was used to help bring a historic and timeless feel to the brand, a nod to their long standing presence. We began focusing on appetite appeal through strong photography and providing IRL uses of the product. Ultimately the brand recognition, standards, and voice were strengthened and the packaging was simplified while maintaining brand familiarity and set the foundation for future design evolution.