You'd need a thousand words, at least, to explain who you are. Same with a brand. And it's probably TL;DR anyway. That's why in branding, we use the shorthand of graphic design instead. 

Welcome to our Details in the Design series, where we explore how our graphic design work brings a brand identity to life.  

Nostalgia in a box

Nostalgia in a box; that's what this green package means to many Canadians. A Del Monte frozen bar reminds many Canadians of being at play, and eating one makes any day feel like summer. But the familiar green box hadn't changed in twenty years, so it was time for an update. All elements of the new package design present a more substantial better-for-you claim.

Real, appetizing, and authentic

Our updated package design for Del Monte frozen bars puts fruit, and fruit cues at the forefront, shows the product cleanly and presents an eye-catching display in the freezer aisle.

The product is made with real fruit and/or fruit juice, contains less sugar or has no sugar added, contains no artificial colours or flavors, and in some cases, is a good source of vitamin C. The package design highlights the presence of fruit, and natural, simple ingredients, through appetizing photography.

We updated packaging for both new and existing flavors. In all cases, the design aims to be sweet, smooth, refreshing, and better-for-you.  The fruit photography communicates the product's wholesome, quality ingredients; the flavors name is clear and evident in block font using flavors-oriented colors. The package has improved quality and appetite appeal.

Adults are nostalgic for the carefree days of their youth and want their kids to share in the happiness of social time with family and friends. To keep the box familiar to adults, we kept the Del Monte grass green colour, as a gentle background that further evokes the fruit bar's authentic fruit flavors.

Now that parents are more aware of their childhood favorite's better-for-you ingredients, a whole new generation of kids will be asking for Del Monte this year.