• NZ$300

• 32 designs

• 6 designers

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Packaging Design Brief

We need a thematic packaging design that fits our elderly nutrition products, that is based on our "3 Ws ethos" - eating Wisely, Widely & Wholly.

Wisely - selected superfoods and ingredients - NZ and other sources
Widely - based on the "rainbow diet" philosophy
Wholly - all natural, (no artificial flavours, colors etc). Formulated as complete meals (NOT supplementation)

Mediums:
- 400-450gram re-sealable doy packs
- 400-450gram re-sealable tin cans

Look n Feel:
Whaiora - https://whaioragoodness.com
Tia Ora - https://www.tiora.co.nz/
Cathedral cove - https://eatwellbewell.co.nz/collections/cereals


The name of our products may/may not be “essential kai”. Our on-going research tells us that for the Asian market, an icon or character to personify our product may be a sound strategy. This is only for the designer to take note off.

Deliverables:
* 5 packaging designs in the range.
1x yellow + orange colored foods (star ingredient: “fresh as” – passion fruit powder)
1x red colored foods (star ingredient: (star ingredient: - Manuka honey )
1x blues/purple colored foods: (star ingredient: viberi blackcurrant)
1 x green coloured foods (star ingredient: Green kiwi)
1 x brown/white (star ingredients: mitchell’s grass fed bone broth)

brand name, please use “EssentialKai” for now.




These will be the products:


Blue/purple: “Instant oatmeal porridge”
Ingredients: Rolled Baby Oats, Blueberries, Blackcurrant Powder, chia seeds, Blue Spirulina, Sheep’s Milk.
Star ingredient: Blackcurrant powder (support eyesight)

Brown/White: “Instant Brown Rice”
Ingredients: Organic Brown Rice, Grass fed bone broth powder, collagen peptide powder, black sesame seeds, onions and garlic powder, dried mushrooms, probiotics.
Star ingredient: Grass fed bone broth (support joint health)

Green: “Instant Smoothie”
Ingredients: Organic Green Kiwifruit, Kale powder, green apple powder, whey protein concentrate, probiotics, and sheep’s milk powder
Star ingredient: Organic green kiwi fruit(supports immunity)

Yellow/Orange “Instant Oatmeal”
Ingredients: Organic rolled baby oats, banana, organic passionfruit, apricot, dried mango, probiotics, cinnamon, sheep’s milk powder.
Star ingredient: Organic passionfruit(regulates blood glucose)

Red: “ instant amaranth cereal”
Ingredients: Organic amaranth, red apples, pomegranate, cranberries, Manuka honey powder, probiotics, sheep’s milk
Star ingredient: Manuka honey powder (anti-inflammatory)

Target Market(s)

Whose attention we are trying to grab?

Primary:
- 20 to 40 year olds buying these products for their parents/grand parents
- Health Nutrition conscious “golden agers”
Secondary
- Professional Caregivers to the elderly (homes, private hospitals etc)
- 40 year olds in the “prevention” mind set.

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Font styles to use

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Colors

Designer to choose colors to be used in the design.

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• Mandatory:
• - clear visual que of the food color/s
• - "New Zealand" origin must come through strongly.
• - must have a blurp or feature of the star ingredient for each with mention of brand.
• e.g. for the blues+ purple, NZ blackcurrant powder for improved eyesight (cataract prevention).
• - icons for “heart health, “eyesight”, “mobility”, “gut-health”.
• - every other ingredient must be stated.
• The name of product may/may not be “essentialkai”. Our on-going research tells us that for the Asian market, an icon or character to personify our product may be a sound strategy. This is only for the designer to take note off.

Nice to have

• Desirables:
• Ingredient origin story - e.g blackcurrant comes from Timaru etc.
• (refer to Whitakers destination marketing…)

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Files

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