In partnership with Kraft Foods and American Packaging, a group of graphic designers, industrial designers and packaging science majors were tasked to re-design the single serve package of one of the Kraft Food brands. My group chose Wheat Thins. The audience for this product was on-the-go customers, convenience store owners, convenience store shoppers.
The solution my group came up with was to keep the logo and yellow coloring the same to keep brand awareness up but use graphics that were very focused on the health benefits of the product. The simplicity of the imagery used was to not only make it easy for customers to identify what was in the product but also to encourage them to pick it up instead of chips or cookies. The single serving of Wheat Thins was housed in a standup pouch that fit in vending machines, on shelves and in the cupholder of a car console.
***This projected was completed as a class project for a college packaging design class. My group took 3rd place in the class competition.