Package Design - April 2013 - 8

SNAPSHOTS

Back to Basics
Snack packaging strips down the fluff
to offer a wholesome product through
and through.

ereg Gourmet Natural Foods, an Israeli spice manufacturer with more than a century of commerce under its belt
decided to join the specialty health food snack domain by
offering a gluten-free snack product dubbed Crunchies.
Squat Design (www.squatdesign.com) was approached by
Pereg to create an innovative packaging for its new line of gluten-free crackers offered in four original flavors: Sea Salt,
Mediterranean Style-Zahtar, Original, and Onion and Garlic.
The spice and foods purveyor specified a few goals regarding
the package design for their latest product: Communicate the
cracker’s artisanal quality; attract consumers’ attention with
welcoming and celebratory colors; provide a package that not
only looks organic and environmentally-friendly but is.
A 100% recycled kraft paperboard and vegetable-based
environmentally friendly ink was used to respect Pereg’s longstanding environmentally conscious position.
A watercolor technique was devised during the design process to convey the warm, inviting feel of the product. The four
watercolor banners that run across the top portion of the packaging coordinate with each flavor selection. Creative director
at Squat Design Shiri Kornowski comments on the approach,
“We took the colors from the actual ingredients of the recipe.
For example we took the very vivid pink from the figs. We took
the green from Zahtar, the Mediterranean spice and so on. We
really tried to connect to what we are showing.”

Drawing inspiration from the product itself, a hexagon
shape can be found throughout the packaging, appearing via
illustrations and a die-cut window on the front of the package.
Hand-made illustrations of the ingredients adorn the package
alongside the recipe. Photography of the snack crackers was
added to the front of the pack to highlight the flexibility of
Crunches as a hors d’oeuvre.
8

april 2013

Cheers to
Good Health
Creative packaging hints at the
innovation of the beverage within.

etermined to overcome the limitations of a health
ailment and get the most out of life, Paul Underhill,
took to the kitchen to experiment. With the intentions of
introducing something he felt was missing from the market, he created Rumble, an energy boosting blend with
ingredients such as protein blend, organic flaxseed oil,
pomegranate, walnut oil, green tea extract, organic
cherry, blackcurrant, red beet juice, kale and organic
spinach all packed in a convenient bottle.
The packaging for such an innovative drink had to
match the benefits of the actual product, enter Monday
Collective (www.mondaycollective.com). Rumble
approached Monday Collective with intentions of
achieving a design that would differentiate itself.
Inspirational character illustrations created using
hand-drawn brushstrokes were utilized to express an
uplifting energy. A 12-oz Alumi-tek bottle was supplied
by Ball Corp. (www.ball.com). The packaging choice was
selected for its distinctive look in the health drink
domain, resealable top, sturdy structure for an active lifestyle, and the added benefit of being 100% recyclable and
reusable as a aluminum material. A matte finish on the
shrink sleeve was used to attain a premium appearance.
Rochelle Martyn, founder of Monday Collective,
explains the visual choices, “Most of the competition
uses bright colors, big logos, conventional product shots
and lots of visual and verbal clutter. We chose a predominantly white/black color palette (with a subtle hit of
color) to create a bold visual identity that expresses
Rumble’s natural confidence.”

Package Design - April 2013

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