Service: Packaging Design

Happy Moose

The Challenge

Cold-pressed juice brand Happy Moose squeezed a better juice, but without a clear visual identity, the audience found themselves hard-pressed to choose Happy Moose over their competitors. With rows and rows of juice options on the shelves, the juice brand wanted to update their packaging design to tell a more engaging brand story.

With an opportunity to stand out as a premium contender in the juice market, Happy Moose tapped The GRO Agency to align the brand essence and update the product packaging.

Our challenge with the Happy Moose packaging rebrand was to develop unique brand visuals and messaging that authentically told the Happy Moose story, as well as clearly communicate all the health benefits of drinking Happy Moose cold-pressed juice, in a way that audiences would care about.

The Solution

When defining and distilling a brand identity, oftentimes the best inspiration comes from within. In this case, the Happy Moose brand identity borrowed directly from the creative background of the music-loving founder himself.

First, borrowing from the vintage aesthetics of Dogtown, the Z Boys, skate culture, and the artistic expressions of the Californian 70’s, the Happy Moose visual language and color scheme reflected all the unique aspects of a romanticized era. With ocean waves and surfing moose, the product packaging became a promise to quench your thirst and have fun doing it.

Next, pinning the musician-turned-entrepreneur at the center of the brand strategy, the Happy Moose verbal strategy took on an organic voice of its own – Not only to describe its unique flavor combinations and heirloom ingredients, but also to communicate the nutritional benefits of cold-pressed juice in a way that customers could digest.

Finally, engaging a wide audience of eco-conscious juice drinkers, the product messaging made mention of the community partnerships that made Happy Juice special, including support from organic farmers and national organizations.

Services

Packaging Design
Flavor/Size Adaptations
Packaging Production

As an emerging CPG brand, I am so happy that we decided to work with GRO on our recent brand refresh and packaging design project. Along with having many talented designers in their arsenal, Kelly and Danielle are simply amazing humans to work with. They approach the project with loads of empathy for the founder/brand and when we needed to have tough conversations, they never failed to foster a client-first mentality.

Ryan Armistead
Founder Happy Moose

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Simply Fuel

The Challenge

Health & energy snack brand Simply Fuel had outgrown its humble beginnings as a viral homemade sensation and go-to snack of the Kansas City Royals. Founder Mitzi Dulan knew that if she wanted to expand and deliver her scrumptious, protein-packed energy balls to the masses, she would need to level up the look and feel of her packaging, but in a way that still reflected the brand’s homemade element that customers really loved.

With an opportunity to delight both new and existing customers, Simply Fuel engaged The GRO Agency to invigorate their product packaging and design.

Our challenge with the Simply Fuel packaging rebrand was to bring its appearance up to speed with modern expectations of a trustworthy snack company, all without compromising the recognizable home-made element at the core of their brand.

The Solution

Fueled by creative analysis, the concept of “home-made” foods were distilled into a list of clear visuals and experiences. Incorporating all of these elements into brand visuals, Simply Fuel’s new packaging concept successfully evoked a nostalgic and appetizing mindset.

First, to convey a visual language of warmth, care, and the handcrafted quality of the products, the packaging design employs homespun, craft paper texture with torn paper edges, as well as a rustic “stamped” typography, as a nod to fresh baked goods packaged right at the counter.

Next, because Simply Fuel was created for a health-conscious audience, the product messaging lends itself to a guilt-free indulgence as it lays a heavy focus on the health benefits, including the all-natural ingredients, protein density of a single serving, and allergen-friendly properties.

Finally, to seal in the undeniable fact that these delectable morsels taste too good to be healthy, high-quality product photography, true-to-size for enhanced effect, effectively captures the texture and density that await your first bite.

Services

Packaging Design
Flavor/Size Adaptations
Packaging Production
Website

GRO did an expert job at refreshing the brand, without alienating our existing, very loyal consumer base. Since redesigning our packaging we have seen an increase in national distribution and club store opportunities.

Mitzi Dulan
Founder Simply Fuel

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Outshine Innovations

The Challenge

Frozen fruit bar brand Outshine was branching their product portfolio in all different directions – not just new flavors and sizes, but also forging their way into new aisles and categories altogether. Along with their widespread variety of sub-brands and SKUs, Outshine needed to resolve shopability issues that began to result from flavor confusion and hierarchy issues within their established brand.

With an opportunity to improve their in-store shelf impact and expand their brand presence, Outshine tapped their long-time partner The GRO Agency to update their brand messaging and refine their product packaging across a growing number of lines and sublines.

Our challenge with the Outshine product portfolio enhancement was 1) to maintain consistency across the full portfolio, while still differentiating within it across sub brands and forms, and 2) to create strong brand recognition outside the frozen aisle where the brand is not typically encountered.

The Solution

Consumer tastes and preferences led the decision to boldly update, organize, and prioritize Outshine’s messaging and product expansion. Inspired by the brand’s core message, GRO helped Outshine develop and introduce new flavors, sub brands, product innovations, forms, and formats of their beloved frozen fruit bar – even outside the frozen aisle.

First, new flavors and formats of Outshine led the way, with their Organic line appealing to the health-conscious shopper and the Half-Dipped bars for the chocolate lover. Fruit & Cream bars brought a new texture to the table, while the Tajin line added some spice to the line-up. Outshine and GRO are still partnering on more flavors to this day.

Next, as a bold leap from the frozen food aisle, Outshine borrowed from their existing design and messaging hierarchy to introduce their shelf-stable smoothie category and snack categories. Remaining recognizable to a loyal shopper, these new products clearly articulated what made Outshine special in the frozen aisle, just geared towards a fresh audience.

Finally, to satisfy all the different ways that consumers interact with the Outshine brand, whether a personal snack or a party treat, GRO helped Outshine introduce new size variations and pack sizes, such as the ‘club’ size. With an organized brand messaging around the core brand identity, Outshine was free to expand their product lines as they pleased, without the confusion.

Services

Packaging Design
Adaptation: Full Portfolio
Packaging Production
Photography
Point of Sale

When we needed to expand our brand outside of our traditional aisle, we turned to GRO. The team at GRO brought expertise and creativity to the project, and were the quintessential partner throughout.

Sarah Holley Manager
Product Innovation Nestlé USA

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Nope Beverages

The Challenge

Alt-cocktail beverage brand Nope was already changing cocktail culture, but decided it was time to further carve their niche in the skyrocketing non-alcoholic beverage industry. With a sober/sober-curious audience who still very much wanted to be part of the scene, Nope needed to design their product packaging in a way that could help Nope drinkers fit in, and at the same time, stand out from their alcohol-drinking peers.

With an opportunity to appeal to sober socialites in the booming, no- and low-alcohol beverage sector (+506% since 2015, with projections of a $280 million market size in 2021 and 7.1% growth by 2025, according to Nielsen), Nope brought on The GRO Agency to deliver bold packaging concepts for their various flavored beverages.

Our challenge with the Nope packaging design was to confidently engage young consumers on the shelf, across digital platforms, and even at the bar, while punctuating the occasion with a social statement that didn’t alienate drinkers.

The Solution

Through current-trend analysis on market data and social media, the Nope brand was re-engineered to address the issues that Nope’s target consumers face when it comes to drinking alcohol and social events,while positioning their “crafted” cocktails as the first-choice for taste and quality.

First, cocktail-themed color palettes and textures reminiscent of a vintage 90’s cocktail bar, the Nope packaging alludes to a smooth, crisp sipping experience that visually promises to satisfy the consumer’s thirst.

What’s more, at a first glance or in a dimly lit space, the Nope packaging design and colors are intentionally indistinguishable from a traditional alcoholic beverage, thus empowering the consumer to share their life choices at their own discretion.

Finally, the brand messaging generates eye-catching sass and a feisty spirit that gives the consumer a low-calorie, celebratory beverage without the hangover. In other words, Nope became the brand that let you party hard, responsibly.

Services

Brand Strategy
Logo Design
Packaging Design
Flavor/Size Adaptations
Packaging Production
Illustration
Website

Thank you to The Gro Agency for turning my words and ideas into a vibrant and bold package that captures the fun and articulates the mission of our brand. You are truly a multi-talented team that brought a level of passion to this project that matched my own to create something that not only we love but our customers can’t put down. They’re hooked and we are grateful!

Beth Ann Shaeffer
Founder NOPE Beverages

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Ian’s Foods

The Challenge

Gluten-free food brand Ian’s found themselves in a similar predicament to others in the allergen-friendly food market: better-for-you products carry the misnomer that they cannot be as delicious as their allergen-having competitors. Although their high-quality selection of nourishing foods, along with a commitment to sustainability, had awarded them a sizable and loyal consumer base, Ian’s realized that they were not telling (nor selling) the full story of what actually made their products unique.

With an opportunity to think outside their gluten-free box and appeal to a wider audience, Ian’s brought on The GRO Agency to refresh their brand packaging and design.

Our challenge with the Ian’s packaging rebrand was to shift the narrative around all of Ian’s genuine value propositions, without ostracizing their current clientele who relied on a trustworthy product for their day-to-day health and lifestyle.

The Solution

When it comes to an informed brand strategy, we let consumer research do the talking. In this case, our overarching analysis led us to develop a brand strategy with the central premise of comfort – comfort foods and flavors that you love without the allergens and artificial ingredients that you don’t.

Based on this guiding principle, Ian’s logo was invigorated with on-trend design elements that remain recognizable and anchor their existing customer base, all while more accurately reflecting Ian’s core purpose. The sleek icon and typography is more easily distinguishable to the Ian’s brand, while nodding to the former brand that customers have grown to know and love.

Then, the packaging layout was updated to cultivate a rustic, natural aesthetic reminiscent of home-made, comfort cooking. The product messaging also encompasses all that Ian’s brings to the table, including a more complete list of allergen-friendly categories, while retaining a primary focus on gluten-free.

Finally, through high-quality product photography that effectively highlights each flavorful quality of the product, the focus slightly shifts from the better-for-you aspects towards a more taste-driven experience.

Services

Packaging Design
Adaptation: Full Portfolio
Product Photography

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Nestlé Drumstick

The Challenge

Ice cream brand Nestle Drumstick had recently undergone an evolutionary refresh of their master brand. If that wasn’t enough, they also planned to widely release ‘Crushed It’, their break-through product line of cookie-crumb-coated ice cream cones and bars. From the first bite, these innovative frozen treats proved themselves a truly unique, multi-textural eating experience, unlike anything Nestle Drumstick had released before and unlike anything in the all-family snacking category.

With the opportunity to revitalize and modernize their entire brand portfolio, Nestle Drumstick tapped The GRO Agency to produce creative packaging for their fresh brand identity across all new and existing SKUs.

Our challenge with ‘Crushed It’ was to 1) visually communicate what a delight that first bite of ‘Crushed It’ feels like for the consumer, 2) distinguish packaging concepts and graphics from their existing offerings, and 3) build on their existing brand to remain recognizable within the Drumstick brand universe.

The Solution

Driven by consumer insights, we created a new visual and verbal strategy that would adapt and refine the new design across the whole Drumstick portfolio, including the ‘Crushed It’ product line.

First, to vividly communicate the unique feeling and texture of that first, delectable, melt-in-your-mouth bite, our team fabricated a product-specific logo leveraging the same recognizable color palettes and layout of the core brand. As it doesn’t resemble any existing Drumstick logo, this sub-logo both differentiates the packaging to catch the eye, while also reinforcing the product experience.

Next, the product messaging invites consumers to indulge and experience, not merely sample, the finely-coated ice cream snack. When it comes to dessert, we find that taste and indulgence are primary decision-drivers. Finally, in show-don’t-tell fashion, we broadcasted the enticing product photography front-and-center to illuminate a sweeter life after that first bite.

Services

Sub-Line Logo Design
Packaging Design
Adaptation: Full Portfolio
Packaging Production
Product Photography
Point of Sale

The GRO team jumped into a rush redesign project for Drumstick and executed with precision and speed. Their attention to detail and deep packaging production experience allowed us to meet our deadline with a bolder, new look for this iconic brand.

Brian Lemco
Packaging Project Manager
Dreyer’s Grand Ice Cream

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Happy Moose

The Challenge

The Solution

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Simply Fuel

The Challenge

The Solution

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Outshine Innovations

The Challenge

The Solution

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Nope Beverages

The Challenge

The Solution

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Ian’s Foods

The Challenge

The Solution

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Nestlé Drumstick

The Challenge

The Solution

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