Package Design - August 2014 - 44

field

NOTES

A Snack to Savor

the verdict

the brand

Mediterra aims to reset the bar for
healthy eating on the go.
Inspired by the Mediterranean meals shared with
his family and friends in Greece, Telemaque Lavidas sought to recreate that experience for the
fast pace of modern life in the U.S. The result:
Mediterra-an all natural snack bar line that features vegetables as well as fruit and grains.
There are six flavor combinations in the overall line, and two are part of the Savory Bar subset- tomato/basil/capers and olive/walnut/
chives. High-end photography and a simple
design aim to quickly introduce shoppers to the
unusual snack bar flavor combinations and
make the bars craveable.

 The way the ingredients are presented
on the spoon is very unique to the
nutrition bar category. The top-down high
quality shot of the spoon with ingredients
is usually seen in oatmeals, cereals, soups
and ice cream.
The use of white is very predominant in
this category. I would be concerned about
how this product would differentiate from
the rest of competition. It would be a
worthy recommendation to explore the
addition of color to the design.
Sam J. Ciulla

CEO and executive creative director at Ciulla
Associates

 This package design screams
"premium"-the white background
portrays a white linen tablecloth akin to a
fine dining restaurant. The well-executed
food photography does an excellent job
depicting the high quality ingredients and
flavors enjoyed in each bite. One
suggestion is to repurpose the color

Does this design support Mediterra's goal to
reinvent snacking for modern Americans? Package Design readers weigh in.

banner at the bottom of each pouch and
place it directly behind each bar flavor
name, just above each spoonful. In this
position, the color banner will help
declutter the copy in the upper area and
boldly announce the different product
flavors-allowing for faster eye-recognition
when making a purchase decision.
Eric Steigelman

Bonfire Wines founder and CEO

 From a positioning standpoint, it has a
great deal of authenticity and a new
compelling approach. How refreshing! It is
widely understood that the Mediterranean
diet is one of the best in the world.
Consumers seeking a healthier snack will
be seeking out this brand.
From a design standpoint, the vertical
orientation will also be disruptive as is the
clean minimal style. As the rest of the
category language tends to opt for a bold
and powerful style graphic formula, this
will stand out without the need to scream.

A simple-to-understand ingredients story
but a little confusing possibly that you are
to eat this with your hands and not a fork
or spoon. Consistent pack architecture
helps to easily explain and navigate the
brand from left to right while also allowing
enough room to grow the flavor profiles.
It's very helpful should a retailer choose
not to include all the SKUs at first. All in all,
a brave and elegant start to a brand.
Fred Richards

Kaleidoscope chief creative officer and partner

 Clean design without clutter and noise. I
like the use of utensils as a focal point. My
favorite package is for the black olives and
walnuts bar as it plays up the
Mediterranean theme. I would have liked
to see some pistachios as whole, but think
this will be a successful package in any
setting.
Mike Enayah

director of industrial design, Scor Creative at Amcor

Want to have your package design highlighted in this column or comment on future, spotlighted package designs?
Contact Linda Casey at linda.casey@stmediagroup.com and type "Field Notes" in the email subject line.

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AUGUST 2014
Package Design - August 2014

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