THE STORY
"Our passion for food, and what many today call super foods, has translated into a fervent and constant journey of food hunting - for food that is worthy of reverence on all forefronts.
Too many suppliers have seen the business side of this industry and are focused on the external "wow". The packaging, branding, identity, social media campaigns, videos, marketing strategies, claims – these are all part of that.
What really goes on behind the scenes, what goes into the actual product, these are often what matters most and they ultimately translate into what they really do inside our bodies - that is the inner wow.
At Superfoods, we aspire to discover, create, and share foods that “Fuel Your Inner WOW”. We went to the direct source/owners/ farmers to source our super foods, we ourselves are vegetarian as well, thus the super foods help to fuel our body with goodies since we will lack some nutrients from meat."
Lina Lee (Wow Superfoods)
THE CHALLENGE
This wonderful couple came to us for a “makeover”, they had all the good intentions but sadly, they had not yet discovered their fit, which is why the previous designs didn't reflect their noble dream of offering a healthy, nutritious alternative to the Asian food market, especially Singapore.
Lina and her husband started telling us in our “Discovery” session how food and supplements from Singapore are either full of chemicals or they are taken from questionable sources.
Many people suffer from a multitude of digestive related diseases and children have a predisposition for congenital defects.
They told us stories about the jungles of Yaguachi (Ecuador) and the Junín region (Peru) and how their ingredients are all hand-picked and wild-harvested. We got to understand why they wanted something that expressed rawness and a natural organic feel.
THE SOLUTION
During the brand audit session, we got to understand their pain points, goals and needs. We explained the steps that we will use to stop them from running into the same issues they had with their previous designers. We even helped them find a suitable packaging manufacturer and a good printer, even through the testing process.
The logo also was not quite there yet and we offered to tweak it until it became more aligned with their values.
Right from the start, Lina wanted stand up pouches/zip bags. The white ones were tricky to print and we suggested and convinced her in the end that Kraft Paper pouches are actually very in line with their vision, it’s the raw, natural look they want and of course, it’s 100% recyclable too.
We love it when we have the option to convince someone to choose a material that is Earth-friendly.
A couple of months later we had created 7 packaging designs that are consistent, clear, and inspire trust. The logo is now cleaner, more approachable. We designed pouches for Cacao powder and paste, 2 raw Cacao bars (even with hot cayenne peppers), Maca powder, Colostrum powder and Silica powder.
When you have to create with a certain budget, certifications, and large amount of information, you are conditioned by the material of the packaging and by the printing techniques. You have to give it your best to factor in all these things into the design.
We ended up with Kraft paper pouches, with only a maximum of 3 colors for print, with white and black ink as recurring colors. We picked a new bold, bright color for each product, as a clear and powerful identification mark. A design can’t be just beautiful, it must serve a purpose.
THE RESULT
A clean, minimalist, front label with strong and precise lines, in harmony with the back label that contains a visual representation of the ingredients. This design solution helped them to differentiate in the market, to become visible, and ultimately it led to more sales.
They created awareness by going to events and by posting the new designs on Social Media, and they also started to build their own website. This helped Lina and her partner in boosting their audience and has gotten them one step closer to their dream - to build a healthier world.
