CADIA

PROJECTS:

Brand Evolution
Packaging Design
Line Extensions
Category Packaging System
New Product Development
FDA Compliance
Brand Management
Sales & Marketing Collateral
Website Design
Print Ads
Environmental Collateral
Tradeshows
Shelf Mock-Ups
Product Mock-Ups
Social Media

CHALLENGE:

CADIA has a strong, loyal and very knowledgeable consumer base. Their consumers have voiced numerous times that the packaging was out dated and lacked clear communication and information that was deeply important to them. Without the funds or time to start with a new, fresh idea, CADIA decided on a slow evolution to something more eye-catching and focusing on a better communication hierarchy.

SOLUTION:

Maintaining the basic look of the brand was important to the brand to prevent confusing their customers. The focus became changing the communication strategy, brand voice and, photography to elevate the brand’s overall appearance and customer interaction. All product information on the front was shifted to the center and made larger to help strengthen the identification of the product. Important callouts for the products were given unique appearances and a streamlined system to make it easier to identify the all the different attributes without the packaging getting overwhelming. To help create an easily adaptable system for all 300+ items, the imagery focused on the product’s ingredients and sourcing. Maintaining the header band, the imagery was changed from a single category image to themed SKU specific imagery. The header at the top allowed the brand block to remain, but also allowed for easier differentiation between the SKUs. To address the customer’s desire for strong communication, certification attributes were made larger and the brand voice was updated to communicate product values that CADIA’s consumers were looking for. Already well educated loyalists, they wanted ingredient transparency, knowledge of product specific benefits and nutrition value. Extensive research was done to ensure the proper information was communicated and legal consultation was given on all content to ensure it met FDA guidelines. Overall the brand evolution was a success resulting in new store entry, long time stores advocates applauding the new design and willingness to take more products to shelf.