Package Design - January/February 2016 - (Page 23)

Fruits Labor of their Boutique food uses ethnographic research to grow the target market for two superfruit products. By Keith LoriA W hen reviewing the performance and packaging for its Baobest BaoBites and Baobab Superfruit powder, Baobab Foods wanted to increase the appeal of both products to different target consumers in boutique brand's fan base. A mock-up of an early design for Baobest BaoBites "We had done a design a couple of years ago, just to have up online as we were developing plans for Baobab, but nothing too elaborate," says Stephan Broburg, general manager of Baobab Foods. "When we looked at it a year-and-ahalf ago, now that we had the BaoBites and superfruit snacks, we wanted to redevelop it into something that would go with the BaoBite powder." For instance, he explains, the baobab powder appeals to consumers looking to enhance the nutritional profile of other foodies, such as smoothies, oatmeal or yogurt; while the BaoBites is super fruit snack appeals to consumers who want to healthy organic food that can be eaten on the go. In essence, the typical brand strategy for products in these categories would require two different design ideas. Creating Cross-generationaL appeaL Baobab Foods called on Centric Brand Anthropology to help it find visual brand identities that both target markets would crave. "They are known for doing a lot of consumer research and their approach deals with a lot of cultural anthropologists, so it's not just relying on surveys; they are in people's houses seeing how they live and how they use consumer products," Broburg says. "They do a lot of research so they were able to help us figure out the target audience." Centric Brand Anthropology has spent 25 years doing anthropological research with consumers in food, health, and sustainability. Its team is all internal and made up of Ph.D.-level cultural anthropologists and seasoned brand designers, who touch on everything they do. Michelle Barry, Ph.D., president and CEO of PACKAGEDESIGNMAG.COM 23 http://www.PACKAGEDESIGNMAG.COM

Table of Contents for the Digital Edition of Package Design - January/February 2016

Package Design - January/February 2016
Table of Contents
Editor’s Letter
Front Panel
Defiant Designs
Fruits of Their Labor
Celebrating Design’s Best
Debate & Discuss Preview
Branching Out
Product Focus: Closures and Bottles
Index of Advertisers
Field Notes: Straight to Lovers’ Hearts

Package Design - January/February 2016