Sun-Maid Packaging Redesign|海报/平面|广告营销案例【ADGuider广告指南】

Sun-Maid包装重新设计

案例简介：食品和饮料营销专家淬火重新设计了尊贵的Sun-Maid葡萄干品牌和Sun-Maid的其他全果类产品的包装。本月开始上架的新设计的套餐展示了一些变化，旨在吸引为家人寻找健康零食的千禧一代购物者。自1912年以来，这家更适合自己的零食品牌一直在销售葡萄干和其他完整的水果，承诺天然，有益健康。超越100年里程碑的品牌显然仍在引起消费者的共鸣，加州弗雷斯诺的Sun-Maid Growers也不例外; 自20世纪70年代以来，包装一直没有变化。 2019年，Sun-Maid推出了十年来的第一个广告，也是由淬火生产的，这促使人们考虑对其包装进行现代化。消费者的反馈帮助验证了刷新是有序的，并表明了对品牌怀旧设计的喜爱，因此在做出改变时保持这种质量是很重要的，同时做出改变，让它看起来永恒。 “我们的工作需要是一种进化，而不是一场革命，” Creative Director Keith Seaman说。“我们对客户很敏感，他们的情绪在评论中表达了，比如，'改变这个套餐就像把美国国旗上的星星摘下一样。'” 保持标志性的小红盒的完整性是关键。该机构给了Sun-Maid的女性吉祥物Lorraine (以真人的名字命名) 在包裹上多了一点空间和深度，并使插图周围的太阳光线更加突出。图像弹出的结果。新的设计还呼吁千禧一代在食品产品中想要的关键产品差异化，功能优势和食欲吸引力，如 “0克添加糖”，“用全水果制成”，以及包装正面有影响力的非转基因项目验证。 Seaman说: “我们需要在所有SKU上保持一致的外观和感觉，因此我们开发的系统可以产生一种适用于当前产品的干净阅读和外观，但也可以很好地与新产品创新相配合。” 创建的外观淬火给品牌一个强大的，统一的身份，并确定每个产品的细节，如水果类型或是否有机或风味，并提供最重要的信息优先级，粗体，现代字体。到2020年，Sun-Maid小吃的更新包装将继续在全国推广。

Sun-Maid包装重新设计

案例简介：Food-and-beverage marketing-specialist quench has redesigned packaging for the venerable Sun-Maid raisins brand and Sun-Maid’s other whole-fruit products. The newly designed packages, which began hitting shelves this month, exhibit changes that aim to appeal to millennial shoppers looking for healthy snacks for their families. The better-for-you snack brand has been selling raisins and other whole fruits on the promise of natural, wholesome goodness since 1912. Brands that make it past the 100-year milestone are clearly still resonating with consumers, and Fresno-based Sun-Maid Growers of California is no exception; the packaging had not changed since the 1970s. In 2019, Sun-Maid introduced its first advertising in a decade, also produced by quench, which prompted considerations to modernize its packaging. Consumer feedback helped validate that a refresh was in order, and indicated fondness for the brand’s nostalgic design, so it was important to preserve that quality while making changes that allow it to appear timeless. "Our work needed to be an evolution, as opposed to a revolution," said quench Creative Director Keith Seaman. “We were sensitive to customers whose feelings were expressed in comments such as, ‘Changing this package would be like taking the stars off of the American flag.’” Maintaining the integrity of the iconic little red box was key. The agency gave Sun-Maid’s female mascot Lorraine (named after a real person) a bit more space and depth on the packages and made the sun rays surrounding the illustration more prominent. The image pops as a result. The new design also calls out key product differentiation, functional benefits and appetite appeal that millennials want in food products, such as “0g of added sugar,” “made with whole fruit,” and influential Non-GMO Project verification on the front of packages. Seaman said, “We needed a consistent look and feel across all SKUs, so the system we developed produces a clean read and look that applies to current products but can also play nicely with new product innovations.” The look quench created gives the brand a strong, unified identity and identifies each product’s details, such as the fruit type or whether it is organic or flavored, and provides the most important information priority in a bold, modern font. The updated packaging for Sun-Maid snacks will continue to roll out nationally through 2020.